When Camille “Niki” Dangerfield and Shavonne “Miche” Webb first considered starting a fashion company, they knew they wanted theirs to offer women both budget-friendly and high-end style. But how best to bring clothes and accessories to their busy clientele? After months of brainstorming, the idea for a fashion truck was born. I recently sat down with Webb, one half of the fashion duo, Niki+Miche, to learn more about what goes on behind the wheel.
You’re originally from St. Louis?
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Yes, I grew up in the city not too far from the Central West End.
Did your family influence your love of fashion?
Absolutely. It was my father. He loved to wear things that were over-the-top. There were times, as a kid, when I’d have on a tracksuit and a rabbit-fur coat and he’d let me go out and to school like that. He was also really into shoes.
How did you and Camille come up with the idea for a fashion truck?
We’ve always been into fashion and trying new things. We’ve also always felt like there was a group of women in St. Louis who felt underserved. We heard about someone with a fashion truck and thought, ‘Why not take high-and-low fashion and put it into a truck?’ It’s important to us to make looking good and feeling good convenient for women. Women have so much to balance. There’s an expectation that women do it all, do it well, and look good while doing it. We want to bring part of that to them.
How do you select what’s sold on the truck?
I do all of the buying. Niki keeps me budget-friendly. I look at what’s been produced by designers for each season. Then, when I travel to trade shows, I buy things that I think will work [for our clients].
What do St. Louis fashionistas want?
I thought that pajama-style and cropped looks were really risky, but they weren’t.
Who is your target demographic?
When we started the business, we thought it was going to be more of a young person’s thing, but then you kind of see that there isn’t a demographic. What woman doesn’t want super-cool, flattering, contemporary clothing? We have decided to not sell anything that’s super bodycon because it doesn’t work easily and it’s not a contemporary look. We try to pick things that most women, regardless of their size, can look and feel good wearing.
What’s your best-selling item?
There’s a pink crepe dress that’s flattering for every body style. (See photo)
Do you have a favorite item on the truck?
We have this beige vest, and what I like about it is that it’s that extra piece that you throw on and you have a more put-together look. While the vest is light and casual, it just tops a look.
What are some of your hidden gems?
There’s a white lace, maxi dress with an open back. The fit is amazing and the cutouts are perfectly placed.
What can we expect from Niki+Miche down the road?
We’re definitely looking forward to having a fleet of trucks. We plan on having trucks that are dedicated to certain items, like accessories, and curated for each season.
Do you use social media to communicate with your clients?
We operate between [the hours of ] 11 a.m. and 3 p.m. in highly populated business districts like Downtown, the Central West End, and Clayton. Social media is something that we have to learn in order to promote our brand.
Are there plans in the works for an expansion into menswear?
While we both love a well-dressed man, we’ll stick to creating a nice shopping experience for the ladies.
One of your mantras is “champagne taste on a beer budget.” How do you like to budget?
I budget for fashion items like other people budget for a vacation. I first find out how much it costs and decide by when I need to have it, and then I play around with numbers and figure out how to make it happen. Then, once I have all of the money saved, I ask myself. ‘Is it worth it?’ And I never get so exhausted that I can’t shop a sale rack.
And, lastly, can you provide our readers with a favorite styling tip?
Dress according to your mood. Even if you feel like you’ll be overdressed; even if you feel like you’ll be underdressed. By putting that on the outside, you’re presenting yourself in the best way.
