HeartsChallenger is a baby pink specialty truck from L.A. It operates in the same spirit as your typical neighborhood ice cream truck, but comes with some extra goodies. Founder Leyla Safai stocks the truck with rare ice cream brands from around the world, along with products such as Cobrasnake tee shirts, magazines, buttons, various mixtapes including some from her band HeartsRevolution and even toys. Heartschallenger is mostly an events only truck setting up shop at music festivals, after hours parties and bar mitzvahs but occasionally drive around the city with their route updated on a daily basis via their myspace page. They recently did the Colette 10 yr. birthday party here in NYC sponsored by Paper magazine.

HeartsChallenger along with HeartsRevolution is currently on tour in NYC, followed by London in the fall, then to Paris and a wrap up in Tokyo for new years eve. The idea of Heartschallenger is inspiring indeed. She injected some life into something we’ve grown up with for years and turned the idea of an ice cream truck into a lifestyle brand. From the look and feel of their website to their myspace page and once mail truck turned specialty store on wheels, this for me completely communicates the spirit of D.I.Y.

check them out in last months issue of Fortune Small Business

my friend roxy put me on