LOUISVILLE, KY (WAVE) - Louisville designer Ralph London found a way to meet the needs of women shoppers with limited time.
On Thursday, London hit the road - literally - with one of Louisville's first mobile boutiques.
The fashion truck carries London's designs. He named the company Betty Jeffries Mobile Boutique after his late mother. His designs also embody her spirit, career focused, and a product of the sixties.
Jeffries started designing the line after his mother passed away four years ago. He said it became his therapy in dealing with her sudden death.
"It was definitely kind of a therapy for me when I started the Betty Jeffries label after my mother," said London. "It's really just inspired by her, her aesthetic I have a lot of sixties inspired flair in there as well."
The idea for the fashion truck came later, when London saw a need in the market to bring his product to the modern career women with no time.
"It's for the girl on the go," explained Jeffries, "She doesn't always just have time to get out to the mall or this store or that store. She is on the go all the time so this just brings the shopping to her.
With a week until the 141st Kentucky Derby, London launched the truck around 5th and Main Streets and immediately started seeing women on their lunch break or on the way into their office to get a last minute Derby outfit.
"It's quick," said London, "If you need something tomorrow, you'll have it for Derby."