Yet another reason to love Henry Holland. The designer is unveiling his label's brand new website on Thursday and, not content with sending out a press release or placing a few ads here and there, hes marking the occasion in true House of Holland style: with a customised ice cream van.
According to Business of Fashion, Mr Quiffys will open for business on Friday, setting up shop in Covent Garden, Carnaby Street and Spitalfields before making its way up to Manchester and returning to the capital in time for London Fashion Week in September. And there wont be a 99 Flake in sight. Instead the van will be selling exclusive accessories from the labels high summer collection, all running with the ice cream theme, which will also be available online.
And if you're lucky you might even get served by Henry himself - every single person from his team will spend a day behind the counter.