TOP: COURTESY OF VAGABONDIA; BOTTOM: COURTESY OF VIA ROVE |
VIA ROVE
Opened in 2014 by Rafael Contreras, 31, and Samuel Pena, 28, Via Rove, a fashion truck specializing in women’ s clothing from independent brands and emerging designers, graces the streets of Hoboken weekends from March through early November.
“ Sam and Ireally wanted to open a store but we were having trouble picking the perfect location,” Contreras says.“ During our research we read about a double-decker bus selling vintage clothes in Europe, and that turned out to be a perfect business model for us,” adding that Hoboken has always been their ideal location for opening astore.
Via Rove carries avariety of must-have pieces that can be worn for arange of occasions, from work-appropriate cardigans to stylish going-out shirts and casual rompers. Pena and Contreras hand-select every piece they sell, and though their styles diverge, they both agree on everything they choose.
“ We pick things that alarge audience would like, so we attract customers of every age,” Contreras says.“ We appeal to any woman looking to add something special to her wardrobe, regardless of her age or style.”
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Pena and Contreras stock limited numbers of each piece and never order the same style twice so that customers find fresh inventory every time they visit the truck. In addition to the approximately 500 pieces of clothing onboard, Via Rove also sells avariety of American-made accessories, from jewelry to purses.
But the inventory isn’ tthe only thing that will catch your eye on this 28-foot truck.“ We wanted it to look like our perfect store,” Contreras says,“ so we have hardwood floors, crown molding and chandeliers.”
Via Rove does most of its business in Hoboken, parking in adifferent location each visit and often staying late Sunday evenings for loyal customers returning from aweekend away. Hours and locations are posted on social media and its website, viarove. com.
Pena and Contreras always loved spending time in Hoboken, even before starting their business. And like the city itself, doing business there has been really exciting.“ We love the reaction we get from people who haven’ tseen a fashion truck before,” Contreras says.“ They can’ tbelieve there’ sastore in the back.” ◆
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“ We appeal to any woman looking to add something special to her wardrobe, regardless of her age or style.”
Rafael Contreras
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