"I loved the idea of doing something that wasn't your average shop launch and the concept of an ice cream van felt weirdly on brand," Holland told us this morning. "There were obvious things like the name Mr Quiffy that just fitted into place and, once we had these bits, we set about building the collection around the ice cream/Mr Quiffy concept."
|Sweet Fashion By Henry Holland|
"I hope to learn who our customer really is, where she shops and how she shops - vital bits of info for us before we launch our actual flagship store," Holland said. "I think that the tongue-in-cheek humour behind the concept is right on brand for us and something that our customers will love getting involved in!"
The vehicle will appear in London's Covent Garden, Carnaby Street, Seven Dials and Spitalfields, before moving to Manchester - the designer's home town. Holland isn't ruling out making the travelling van a regular occurrence.
"Who knows," he said. "I do keep searching ice cream vans online - if this is a runaway success then I'd love to be the first clothing brand with a fleet of ice cream vans!"