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I love food trucks. I think one of the best things that has ever happened to the Fresno food scene is food trucks! But I never imagined that the food truck trend would morph into something I think is even cooler: fashion trucks!
One of the first ones trucks in town is the Dear Danger Mobile Boutique, run by former model and fashion school graduate Lindsay Danger (real name: Lindsay Howard). And it is ADORABLE.
You would never have guessed that it used to be a Penske truck, having been completely transformed by Lindsay and her boyfriend. It’s now a rich blue color with a sassy logo on the outside. Stairs and sliding glass doors in the back lead into a mini boutique complete with crown molding, hardwood floors and shelving by California Closets.
And even though the space is small, there are plenty of things that will catch your eye. There is an assortment of skirts, shirts and dresses. Lindsay has picked out such tempting styles that I even tried on a romper for the first time in my life. (I didn’t like it on me, but it was still really cute!)
The clothing comes in regular and plus sizes and is sourced mostly from the L.A. fashion district. There’s also jewelry from a local designer. Lindsay said her main focus was to pick pieces that would stand out, and her latest order was all American-made. And the clothing is versatile: several of the pieces could be dresses or worn as a shirt paired with some leggings. Prices vary but are generally affordable, with the vegan clothing leaning on the more expensive end. In the future, Lindsay would like to sell more fashion lines with a built-in cult following.
How did a business as unique as Dear Danger come to be? Lindsay has been researching mobile retail trends since her days at the Fashion Institute of Design and Merchandising in San Francisco. That was when she drew up her business plan for Dear Danger. The boutique has been traveling around for about six months now. As a Valley transplant and current Orange Cove resident, Lindsay says she enjoys learning about different areas of Fresno and meeting customers.
“I love meeting people,” she told me. “I like the tangible one-on-one of it.”
There are unique challenges that come from running a clothing business out of a truck. For example, the generator ran out of gas while I was visiting because Dear Danger had been to two events that day, and the lights and air conditioning shut off. But Lindsay handles it all with ease (gas can to the rescue!), and seems to have creative problem-solving skills. No dressing room? No problem! Lindsay has turned the cab of the truck into a fitting area, with a door leading inside, curtains pulled around the large windshield, hook on the wall and a full-length mirror.
But most importantly, being mobile means being on the go all the time. So where in the world can you find Dear Danger Mobile Boutique? Well, it works much like it does in the food truck world. You can follow Dear Danger on Facebook, Instagram and Twitter. The truck shows up at various events around the city, including ArtHop, and you can contact Lindsay about bringing Dear Danger to your event or party.
So if you want a unique way to shop local, be on the lookout for the Dear Danger Mobile Boutique the next time you’re out and about!