Seventy West: Denver’s Most Empowering Fashion Truck
Sydney Hodgson | @SydneyLHodgson
It’s not everyday you go shopping in the back of a truck. Laura Coates and Ali Cordial are the founders of Seventy West, a fashion truck cruising the Front Range and leaving empowered and stylish women in its path.
The truck’s original purpose was delivering bread, and the ladies and their husbands completely renovated the “big greasy piece of metal” into the chic vehicle it is now. The truck makes the business versatile, and provides the opportunity to be present at events across the state. “There are so many exciting neighborhoods in Denver, and with a truck we didn’t have to choose a single location,” Coates told the Broadview. “We go where the people are.”
The name Seventy West comes from the highway the founders took on their move to Colorado from Ohio nine years ago, and also refers to the road leading to the mountains, reflecting the lifestyle and ease the drew Coates and Cordial to Denver.
As the name implies, the clothes at Seventy West are made for exploring. Coates and Cordial stock the truck with versatile pieces to go from the city to a campsite. They focus on quality and believe a closet should be filled with fewer, classic pieces that last and never go out of style.
“Seventy West is all about softness, comfort, and a little bit of sexy in there--classic pieces,” Coates said. In addition to luxe basics, they offer leather goods and local handmade jewelry.
What really sets Seventy West apart is their style consulting service. The founders are self-described neat freaks and as kids they used to go through each other’s closets, organizing and switching out old pieces for new ones. Now it is a service they offer to their customers and has become a big piece of the business.
A peek inside the truck and a favorite denim button up, Coates’ number one pick for Fall.
People in all walks of life benefit from Seventy West’s style consulting service, from new moms who are getting used to their changed bodies, to recent college grads looking to take their wardrobe up a notch, and busy professionals who don’t have time to shop or just don’t enjoy it. The process starts with a questionnaire inquiring about lifestyle, goals and how the individual wants her style to be described by others. Then Coates and Cordial go through the items in the customer’s closet and sort them into three piles: keep, donate, and throw away. Finally, they work through outfit ideas, identify missing pieces from the improved wardrobe, and shop the truck.
Coates arrives with thoughtful, hand-picked items she has selected based on the customer’s answers in the questionnaire and her reason for seeking style consulting. It is intimidating to invite a stranger into your home to go through and judge your things, but Coates and Cordial are friendly and approachable, making their customers excited and at ease over the personal and potentially uncomfortable experience.
“Everyone is a success story for different reasons,” Coates said. “There was one week last month I seriously left three consults in tears--happy tears--because I love doing it so much, and people love it, too.” The passion Coates and Cordial have for their work is evident, not just because they love clothes and have great style, but because they understand how quality clothing and effective organization can be a force for good in a person’s life.
Seventy West travels across the Front Range for events and private parties and can often be found parked outside of the Snooze Ballpark location. To find it near you, check out the calendar on their website or follow them on Instagram.