Saddle up to the window, lean in, and order… a sweatshirt? Yes siree, after the worldwide trend of food trucks comes the new kid on the block: fashion trucks. Rather than carry the overhead of a street-front boutique, young designers from New York to Paris to Montréal are choosing to take their style on the high road. Why not, when you can drive to a new neighbourhood everyday, open your doors, and bring your customers the looks they want right at their doorsteps?
Here’s a guide to Montréal’s new upwardly mobile fashion fleet. To know where there are right now, click their names to access their sites!
The pink flamingos on the side of the truck say it: there’s whimsy and kitsch afoot! The Oldwig fashion truck contains vintage goods galore, both apparel and the occasional object. Whether you’re looking for that perfect vintage Adidas track jacket or the pair of cut-offs of your dreams, dive into the jam-packed selection and see what you can find.
Dreamt up by a collective of fashion school graduates, the sleek white Coven truck with black logo announces its aesthetic – think stylish, minimalist, but overall, affordable. That was the whole idea behind it: accessibility of local designer fashion, in every way. There are a dozen brands sold onboard, from Pony to Mimi Hammer to TSHU, with a focus on easy-breezy tees, totes and other accessories.
Within this navy blue mobile style unit you’ll find the great streetwear goodies of fashion designer Sabrina Barilà’s side brand, La Montréalaise Atelier. The focus is on easy-to-wear gear like sweatshirts, t-shirts, caps and totes, with cute messages like “Pfff” or even cuter bowtie designs. Best of all for souvenirs, though, are the shirts emblazoned with the brand name – what better way could find to you say “I was there”?
If you spot the cool turquoise truck, you’ll know you’ll soon have a rich collective of Montréal brands to eagerly riffle through. Founder Nana Sananikone wanted to get the word out there on young local designers, so she took the show on the road! Among the brands you’ll find sleek gear by Valérie Dumaine, jewellery by Les Glaneuses and übercute kiddie clothes by Supayana and Vanessa Moore.