Henry Holland goes for the hard sell on the soft serve

House of Holland goods will be sold from the van Henry Holland's latest and most exclusive pieces will be sold from the back of a truck! No, the London-based designer hasn't had a fall from grace (he's still stocked at luxury department stores Selfridges, Harrods and Matches), he's just embracing one of the latest trends with a mobile pop-up store.
The "Mr Quiffy" van (a puntastic portmanteau created from the country's famous Mr Whippy ice cream trucks, and the designer's swoop of hair) will see the designer piloting an old ice cream truck around the capital as he dips his toes in the city's different neighbourhoods.
Painted in trademark House of Holland bright prints featuring polka dots, candy stripes and acid colours, the van will be parked up at spots across the UK capital selling a special selection of pieces, including a new line of jersey tees, and an exclusive new dress and skirt.
Headwear, accessories, jewelry and eyewear also feature, including House of Holland x New Era caps, new versions of the brand's "On a promise" sunglasses, cashmere scarves, and colourful iPhone cases.
Prices range from £15 (around €17) to £150 (around €170). "It's a lower price point than usual," Holland told British newspaper Evening Standard, "after all, we're asking people to buy from the back of a van".
The truck will be travelling around during the August holiday season. If you can't find it, worry not: the new pieces will also be available online via houseofholland.co.uk.
It's a growing trend: Los Angelinos Stacey Steffe and Jeanine created their own mobile boutique Le Fashion Truck back in 2009, while Parisian fashion blogger Aurore Evee set up her own fashion truck, Cotton & Wild, earlier this year.