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rockaway beach


The Swellife: A Fashion Truck Diary

One of my NYC summer loves are outdoor markets/bazaars...especially when they come to me! :) So today, I'm sharing a little fashion truck diary featuring The Swellife. Katie Long is the founder and creator of The Swellife, and with her fabulous style and taste she brings you delightful beach fashion, beauty and lifestyle accessories to adorn you body and home. The Swellife fashion and lifestyle truck will have it's GRAND OPENING this Memorial Day weekend at the Playland Motel. I really can't wait to see the finished truck, and if you'd like to see more of the process check out Katie's blog. See her other upcoming markets and locations for the summer here. And if you can't find her at the beach, you can shop Katie's favorite boho vibes also online at

I am heavily influenced by packaging, the store’s atmosphere, smell, etc. So naturally I am putting just as much thought if not more to the look and feel of my truck than in the products going on the shelves. I want The Swellife to be a bright, airy space, smelling of peonies and sandal wood. A space that will be enjoyable to come visit as well as shop around in. I’m thinking of a basic palate of white with gold touches and possibly this amazing flamingo wall paper from Cole&Son.
— Katie, via The Swellife blog

Highlighted in the gallery is Part 1 of her story:

Step 1: Inspiration/Interior Moods
Step 2: Chasing the Dream Truck
Step 3: Truck Renovation
Step 4: Putting the Hub to Work
Step 5: Fab Branding
Step 6: Curate Great Merch


May 28, 2016   11am - 5pm

Playland Motel
97-20 Rockaway Beach Blvd @ corner of 98th Street
Get off the shuttle train at 98th Street