From blue collar to black tie

An Ashland delivery truck driver whose wardrobe consists of a uniform and garage-sale finds accidentally won a $10,000 shopping spree in New York City.

Bob Moreno, 47, spent Tuesday in the J.Crew flagship store in SoHo, picking out a new wardrobe with the help of personal shoppers.

"I'm more of a casual guy, so this is really a leap and a bound for me," he said. "This is money that I would have never spent on myself."

He'll return to Ashland today, gather up his old clothes and donate them to Ashland's Goodwill thrift store, he said.

"I want to pay it forward," he said. "I'm going to update my wardrobe — not add to it."

Moreno entered the random contest without realizing it, after submitting his e-mail address on the GQ magazine Web site last winter in order to view videos about men's style. "I didn't even know I was getting into a contest," he said. "They contacted me last June and said, 'You won.'"

The men's style magazine paid for Moreno's airfare between Medford and New York City and for two nights in the four-star Muse Hotel.

He'd never visited the city before, but saw it out a window at an airport during a 30-minute layover in 1992, he said.

"I'm really excited about the big-city experience," he said last week. "I'm going to walk and walk and walk."

He was also eager to get a new wardrobe, he said.

"I need like one of everything, because all my stuff is kind of old," he said. "I would say I've acquired most of my stuff from garage sales."

During the all-day shopping spree Tuesday, Moreno got three suits, a leather jacket, two pairs of shoes and "a lot of casual basics," including T-shirts, pants, shorts and socks, at J.Crew, a store known for its preppy, East Coast style.

"I'm having the time of my life," he said, speaking on the phone from New York City. "I basically just shopped all day. I've never done that before."

He still has about $3,500 left to spend at J.Crew, and plans to shop online when he returns home.

J.Crew is shipping the "armloads" of clothes Moreno selected in New York City to his home in Ashland, he said.

Moreno, who works part-time as a delivery driver for Medford-based Katana Parcel & Logistics Inc., hopes his new wardrobe will help him find a full-time job in Ashland.

He moved to the city in 2008 after closing a scooter-repair business in Eugene, where he specialized in restoring vintage Vespas. He still restores the scooters for people across the state in his spare time, he said.

Moreno has signed an affidavit allowing GQ to use his image, but he's unsure whether he will be featured, he said.

"They said they've got a lot of stuff planned for me, but I don't know what it is," he said.

Meanwhile, once he's back in Ashland, he'll put on his uniform — a blue and white striped shirt with a nametag that reads "Bob" — and continue his delivery job.

"This is the one shirt I can't get rid of," he said.

Contact staff writer Hannah Guzik at 482-3456 ext. 226 or

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