Fashion on Wheels!

Every city in every country has a fashion boutique irrespective of it being a small studio belonging to a local designer or huge fancy French label with a price tag to match. A boutique has been a prominent part of the fashion industry since centuries. But over the years the dynamics have changed. Technological evolution has done wonders, creating a globalized market and online stores seem to be the way forward nowadays. Many designers have taken this route and tasted success. Then there is this whole other bunch of people who have used limited resources and pushed the boundaries of conventional methods and taken up a journey on new roads, literally!

Food trucks are not a foreign idea, but there are some creative minds that have gone a step ahead and converted the small cramped up place into an elegant ‘Fashion Truck’. A huge hit on international streets, particularly in America, Canada and London, a fashion truck is like a mini boutique on wheels. Many individuals have started this fashion truck and are now roaming the streets successfully.

One of the first to use fashion trucks was Le Fashion Truck that was Co-founded by Stacey Steffe and Jeanine Romo. The truck started roaming the streets of Los Angeles since 2011. One fine morning while promoting their own products like vintage handbags and handmade jewelry at a local farmer’s market, Stacey saw a food truck pass by and an idea struck her of having a store on wheels. 

     

                                 

And thus Le Fashion Truck was born. Though their idea was considered incredulous, over the years they have established themselves as full-fledged retail stores, just with wheels attached!  

The roads of San Francisco saw its first fashion truck in 2012 when Christina Ruiz launched TopShelf Boutique. A slick grey truck with a women’s silhouette, the TopShelf features vintage women’s clothing and accessories by local designers.

 It is also known for upcycled items, which is a process of converting waste materials or useless products into new materials of better quality and better environment value.

Another example of this can be found in Los Angeles, outside the Bay Area, where Jordana Fortaleza and Tyler Kenney launched JD Luxe. The vibrant truck features a mixed range of bohemian street wear and accessories. Besides these there are Street Boutique, Gypsy de la Lune, Curvy Chix Chariot, Passionista Fashion Truck and many more that are getting fashion on the streets.

This new trend in the fashion industry has spread like wildfire in the west, but will take a long time to reach India. Compared to opening a store a truck would cost less and it also conveniently drives directly to your target consumers. It also provides a more intimate environment for shoppers. Though starting a fashion truck is not a piece of cake since it requires determination and forward thinking, it is nonetheless absolutely possible to see on the streets of India!