The Washington Post

Boutique-on-wheels ‘Styleliner’ takes a cue from food trucks

Forget food trucks. This spring, D.C. fashionistas will get a taste of a mobile commerce trend as a “fashion truck” rolls into town.

Styleliner, a novel boutique concept founded by New Yorker Joey Wolffer, is due to arrive in Washington May 4.

Watch a promotional video about Styleliner below.

The 20-foot fashion truck, which 29-year-old Wolffer describes on her Web site as a “treasure chest on wheels,” carries jewelry, accessories and clothing. It will be the first of its kind to wind its way through the District.

Wolffer, who has worked as a jewelry designer and fashion director in Britain and the United States, said on her site that she came up with the idea while traveling abroad for work.

“I was noticing that there’s so many interesting designers that were not being shown in the states and I wanted to bring them here in an innovative way,” she said in a promotional video for Styleliner.

In an effort to save money on rent and piggyback on the food truck marketing phenomenon, Wolffer converted a former potato chip truck. She used colors like black, red and pink, rich fabrics like suede, and gold details to give it an “80s nightclub” vibe, she said in the video.

Wolffer, who also drives the truck, will set up shop in D.C. through June 17.

Her first stop is the parking lot of the PNC bank at M Street and Wisconsin Avenue in Georgetown and that will serve as her D.C. base, Thursdays through Sundays from 11 a.m. to 7 p.m, according to her site.

You can also find Styleliner in front of the W hotel from May 10 to 12.

Styleliner previously traveled from New York to Miami, and will move to the Hamptons this summer.

“It’s so exciting to see people’s faces when they walk in here... It’s sort of like my own little world of luxury in here,” Wolffer said in the video.

More D.C. food and fashion:

Fashion sense: Show us your D.C. street style

D.C. Street Style: Share your photos

Scene In: Videos on D.C.’s distinct fashion personalities

D.C. fashion gets a bad rap

Best food trucks in Washington

Photos: On the street with D.C.’s food trucks

Find a food truck: Twitter aggregator


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