Issue: July 2012


Road Retail

Food trucks are so yesterday — channel road rage into an epic spending spree at these shopping trucks. 

BY SOPHIE-CLAIRE HOELLER —

WHEELS THE STYLELINER (www.thestyleliner.com
WHERE All over the US 
WHEN May 2011-present
WHO Joey Wolffer, a former Nine West jewelry designer and Trend Director for the Jones Apparel Group
What: This converted 20-foot potato chip truck, described as a "walk-in closet on wheels," journeys through the country full of mostly unknown international designer duds, like Greek charm bracelets and beaded Navajo clutches from Brazil.  

WHEELS BOOTLEG (www.bootlegaustin.com
WHERE Austin, TX
WHEN June 2010 - present
WHO Jetsetting fashion stylist Sarah Ellison Lewis 
What: Lewis indulged in her shoe-fetish with a two-pronged approach. 1) She prints a high-fashion newspaper out of NYC every four months (also called Bootleg) 2) She stocks her trendy truck with hard-to-find footwear labels like Raphael Young, J Shoes and Camilla Skovgaard .

WHEELS THE HABERDASH (www.haberdashvintage.com
WHERE Boston
WHEN February 2009 - present
WHO Boston style blogger and vintage collector Amy Chase
What: America's first mobile vintage shop sells a unique and highly curated assortment of vintage clothing, shoes and accessories that you won't find anywhere else.

WHEELS AETHERStream (www.aetherapparel.com
WHERE LA
WHEN  2011 -present 
WHO AETHER is a stylish sportswear company founded by LA filmmakers Jonah Smith and Palmer West 
What: Paris-based designer Thierry Gaugain helped AETHER create the ultimate shop on wheels by repurposing the Airstream PanAmerica — the largest in the Airstream fleet. The AETHERstream exclusively carries key pieces from its fall/winter and spring collections.

WHEELS COOKIES -N- CREAM (www.bakedinny.com)
WHERE  Boston 
WHEN May 2010 -present
WHO Ganiu "Scrills" Ladejobi, Johnathan " Jon Blak" Sinclair, Peterson "P" Lochard, the founders of Cookies -N- Cream 
What: You'll have a hard time missing this colorful truck, its artwork courtesy of French artist Skwak. The company is an independent apparel and collectible designer toys brand, with a focus on street wear, skateboarding and urban lifestyle.

WHEELS  THE FASHION TRUCK (www.fashiontruck.com
WHERE New York
WHEN Summer 2010 -present
WHO Emily Benson, who has years of retail experience from Abercrombie & Fitch, Henri Bendel and Club Monaco under her belt
What: "Driving style forward" the 27-foot long, 8-foot wide stepvan sells a hand-picked selection of essentials, all $100 or less. From colorful printed scarves to feathered headbands, every item is something Benson would wear herself.

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