London Fashion Week designer, Henry Holland does away with tradition launching his first flagship store in an ice cream van.

Known for his tongue-in-cheek sense of humour, Henry Holland has never been one for conformity. So it comes as no surprise that the Manchester-born fashion designer is setting up shop for his House of Holland label in a converted ice cream van, which will take to the streets of London and his own hometown.

The van, aptly named Mr. Quiffy in reference to Henry’s signature voluminous hair, set off on Friday 2 August, tying in with the launch of the Henry Holland e-commerce store.

We can’t promise the usual stock of an ice cream van to be on sale, but instead a limited edition collection from House of Holland. The van has been pimped up Henry-style in 90s Technicolor, spots and stripes – expect the clothing on sale to be the same. Separates including skirts, shorts and those notorious t-shirts will be on sale, as well as accessories and iPhone covers. With prices ranging form £15-£150, there’s a piece to suit every budget.

“It’s a lower price point than usual,” Holland said of the mobile collection, “After all, we’re asking people to buy from the back of a van” he explains.

It’s also rumoured that Henry himself will be getting behind the wheel, serving up shop to customers in London and Manchester. In fact under Mr Holland’s orders, each member of the House of Holland team will take it in turns to work in the van. “I want them to see who our actual customer is. It’ll be interesting for them to see the range of customers, and hopefully we’ll get an insight into who buys what” Henry explained.

Mr Quiffy’s van will be parking up in London’s Covent Garden, Carnaby Street, Seven Dials and Spitafields, before heading north to the street’s of Manchester.

We’ll have a 99 and a slogan tee please Mr. Quiffy.