Join The Queue For Henry Holland’s Ice Cream Van

Prepare to see the world's most stylish ice cream van as Henry Holland  launches his moving flagship on Friday. The designer has transformed a traditional van - named Mr Quiffy after the designer's famously voluminous hairstyle - into a technicolour touring pop-up which will sell a House of Holland limited edition collection. The project was created to celebrate the label's forthcoming e-commerce site, which also launches on Friday.

"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

Don't be surprised to see Holland himself behind the steering wheel - each member of the team will work in the van for a day, so that everyone has the chance to meet customers first-hand to find out who buys what. The mobile boutique will also act as a research exercise to prepare for the brand's first stand-alone shop.

"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!"