Fashion trucks ready to take the streets of Boston

BOSTON (WHDH) -- Emily Benson is taking fashion to the streets.

The Fashion Truck may not look like much on the outside, but when Emily Benson opens its doors, she says “the reaction most often is smiles and, ‘I love everything in here.’”

Her truck is packed with hard-to-find jewelry, hats and dresses -- all from emerging New York and Los Angeles designers, and all under $100.

“When I saw food trucks pop up in Manhattan, I really thought, ‘Wow, these guys are putting restaurants on wheels, it has to be easier to put a store on wheels,’” Benson said.

Benson's is one of seven retail trucks operating in and around Boston, along with the Green Street Vault and others.

The problem: they're illegal on public streets, and traditional stores aren't happy.

"The bricks and mortars are saying, ‘Well, I'm paying $8000 a month and this truck is doing business not paying any rent,’" said Randi Lathrop, Boston Redeveloping Authority.

Randi Lathrop is in charge of coming up with a new ordinance that would allow fashion trucks to park in Boston like food trucks.

"We need to find locations that property owners and also retailers feel comfortable with, and also areas where these truck owners can be successful,” said Lathrop.

Benson thinks her truck could boost business in growing neighborhoods.

“I think that mobile boutiques can help the city. I think it can activate spaces that don’t have retail like…the Seaport District where they don’t have women’s boutiques," Benson said.

And Benson thinks that won't just accelerate her business, it will rev up Boston fashionistas.

“At the end of the day, women love to shop, so providing them an easy way to do it I think is a no brainer,” Benson said.

The city hopes to come up with a new ordinance in three to six months. Until then, you can find The Fashion Truck at Sunday markets and at private parties.