Online lingerie boutique True&Co is touring the United States with a mobile fitting room designed to help customers find the perfect fit.
The mobile retail unit, known as the Try on Truck, debuted in San Francisco and has since travelled to various cities within California, with more locations set to be added to the tour schedule over the next 12 months.
The truck is the first physical shop for True&Co, which is known for its online quiz that helps women identify the ideal bra style for their body.
Inspired by the tiny house movement, a social movement where people are choosing to downsize the space they live in, the 24ft-long truck is part pop-up shop, part fit shop.
It contains four heated dressing rooms, foldout origami doors, built-in trays to hold products, LED lighting and seating.
It was designed by Spiegel Aihara Workshop and Mobile Office Architects and built by Popshopolis using glass, wood and steal.
Customers visiting the portable store can browse and try on garments with the help of personal assistants. They can then order merchandise, which is shipped to their homes. Appointments at the truck are made online.
True&Co plans to take the Try-on Truck to Arizona, Texas, Chicago, Washington, D.C., New Jersey, New York, Connecticut and Boston over the coming months, reports WWD.