Introducing Good Town Merch from Emily Benson and her Fashion Truck brand
You might have known me for driving a 30-foot step van around Greater Boston, that was The Fashion Truck, my mobile boutique from 2011 to 2016. The truck's been sold, but the brand is still mine, and I always said I'd go back to selling fashion someday.
In the ten years since, I've been consulting with online boutiques, and I kept seeing the same thing: trends that never actually trickle down to real life, especially real life for a mom of young kids who wants to be comfy and chic.
Living in Andover with a 5-year-old, we went to Clowntown, our town's spring festival, and I wanted a cozy sweatshirt that said "Andover" on it. But everything I could find felt sporty and masculine, nothing cute, nothing with spirit, nothing I actually wanted to wear.
So I started developing a custom appliqué mockneck sweatshirt with the town name on it. Two samples later, I'd perfected it, and it's going up for pre-order this week!
Before that, though, I signed up for Andover Day and designed a few more mocknecks with some actual style, playing with fonts, trying trend colors. And Saturday, I sold out of almost every one I brought. Women got it. Women from town asked for more styles. Other towns wanted in. Private schools asked about them for fundraising.
So now it's official: Good Town Merch is here, under The Fashion Truck. Because why doesn't your town have good merch? Now it does!
Available now: Andover, North Andover, North Reading, and Westford
Coming soon: Reading, Tewksbury, Methuen, Winchester, and Chelmsford
Hi I'm Emily Benson! Here's more about me:
Emily Benson is a retail expert, bestselling author, and founder of Boutique Training Academy (BTA), where she has coached over 15,000 students on how to build profitable boutique businesses. She hosts the top-rated podcast "Boost Your Boutique" and has spent the past decade helping boutique owners master inventory strategy and turn their stores into real, sustainable businesses.
Before BTA, Emily ran The Fashion Truck, an award-winning mobile boutique she drove around Greater Boston in a 30-foot step van from 2011 to 2016. The truck is gone, but the brand never left her.
Now Emily is bringing The Fashion Truck back to life through Good Town Merch, a new line of trend-forward, inclusive apparel and accessories designed for the women (and girls) of suburban towns like Andover, North Andover, North Reading, and Westford, with more towns launching soon. Frustrated that local town merch never went beyond basic hoodies and crewnecks, Emily designed a custom appliqué mockneck sweatshirt that's stylish enough for a Sunday coffee run and cozy enough for a chilly night at a town festival. What started as one sweatshirt for one town has grown into requests from multiple towns and private schools wanting in.
Emily lives in Andover, Massachusetts, with her husband and daughter.
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