American menswear brand, J. Hillburn, has started a four-month long journey in its mobile studio, having unveiled it during New York Fashion Week: Men’s. The studio, which is housed in a small tractor-trailer will travel across America visiting more than 30 cities over the next four months.

“This is a big imitative for the brand. Anytime we have a physical event; it draws in new customers who spend more on suits and sports coats,” said Veeral Rathod, president and co-founder, J. Hilburn.

While the brand is known for its various pop-up stores, Rathod said the mobile studio is more cost effective and drives curiosity.

During the two days it was parked at Fashion Week, the studio invited various editors, buyers and fashion influences to visit the space, charge their electronics and have a shirt custom fitted with the company’s new fitting technology, TAPE, which uses proprietary algorithms based on customer input to create individual measurements.

Caption: Veeral Rathod, president and co-founder, J. Hillburn