Fast fashion
They snapped pictures with iPhones. They texted, tweeted, and updated Facebook. People walking past hurriedly craned their necks, then stopped to take a look and bought hats. The lime-green truck parked on Newbury Street was attracting a lot of attention. Exclamations of “whoa,’’ “so cool,’’ and “I’ve never seen anything like that before,’’ were, obviously, audible.
Borrowing a page from the food-truck playbook, Green Street Vault takes standard clothing retail and shifts gears. When Vault owners Derrick Cheung and Howard Travis park the truck, they slide open the window, arrange an assortment of sneakers on the ledge, and set up fluorescent lamps to light up the display of T-shirts - all created by local designers - hung from the track of the roll-up door.
Hip-hop streaming through waterproof speakers draws people like an urban siren’s song. The name is emblazoned on the side of the truck in retro graffiti letters. A video screen embedded in the exterior wall flashes the product menu. Not a bad makeover for an NStar service truck.
“It’s bringing streetwear back to the streets,’’ Cheung said. “It’s about talking to the people, finding out what they want, and making it about them.’’
Indeed, a mobile fashion outlet became an obvious solution when Cheung and Travis, who met working at clothing stores on Newbury Street, talked about opening their own shop. Both are committed sneakerheads, perpetually on the prowl for new limited-edition kicks. (Travis, 33, has a Nike swoosh tattooed on the back of each ankle.)
They figured a truck where they could sell special releases would be a clever add-on to a brick-and-mortar store. But when they realized the expenses of launching a storefront, a street address began to seem superfluous. Why not just put the entire enterprise on wheels, they thought?
Cheung, 21, is a senior at Emerson College, organizing his fall schedule so his classes are finished by noon each day. Afternoons will be spent with the truck. He developed the full-fledged business plan for Green Street - complete with financials, market research, and an LLC number - through Emerson’s Entrepreneurial Studies program, or E3, a yearlong immersion in starting your own business. At the school’s year-end E3 Expo, Green Street scored first prize, which comes with $5,000 startup cash.
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The cold, steel space took on the aspect of a warm 1970s-era rec room. They spray-painted dollar signs on 300 burlap sacks, which they give out as shopping bags, obtained limited-edition sneakers from Puma and Nike, and loaded the truck with T-shirts
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By that I mean that there's little Dutch sammies called broodjes, and plates such as Amsterdam frites and loempias, the Dutch interpretation of Indonesian spring rolls. Oh, and there's a pot brownie on the menu. NEW FOOD TRUCK ALERT: Scratch Food Truck
(Later, he'll place a flower on her butter plate and she'll laugh with a joyous hoot; not at him but with him, I think, and he'll leave, still confused, still blushingly pleased.) Her sugar talk is weirdly disarming; it's more clanging than coquettish,
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