Joe Fresh | Style Frais

Joseph Mimran is easily one of the most recognizable names in the Canadian design and fashion industry.  Responsible for the creation and success of the storied high street retailer Club Monaco and the development of the Alfred Sung label, Mimran has always been one step ahead of what's next, delivering sharp style to Canadians for over two decades. 

Nailpolish: $4/each or 3 for $10
All prices CAD$


Mimran's latest venture has placed him at the helm of the Joe Fresh Brand, owned and operated by Loblaws Companies Limited, where he serves as Creative Director, overseeing the design and development of all aspects of the Joe Fresh line: clothing, accessories, beauty, and bath.  Joe Fresh, currently sold in Loblaws locations across Canada (for our American friends, Loblaws is a major supermarket chain), offers Canadians "stylish, fresh and affordable apparel and accessories for all seasons."

Right - Stripe Scarf: $12, Short Trench: $39

I have been a superfan of the Joe Fresh brand since it first made its debut in Canada several years ago.  Mimran has fused both style and affordability, much in the same way leading fast fashion retailers like H&M and Forever 21 have done, but in an arguably more sophisticated way: the designs are classic and versatile, they are unique and original (not a fast knock-off of what was just seen on the runway), and the clothes are well-made, well-fitting, and they last.

A trip to Loblaws has never been more palatable: who wouldn't enjoy a break from the tedium of grocery shopping to peruse the racks of great clothes situated right between the dairy and snack food aisles?  Every time I make a trip back to my home and native land, I always demand a trip to Joe Fresh and, upon seeing the endless outfit possibilities before me, emphatically declare: "I wish they had one of these in New York."

Left - Scoopback Stripe Tee: $16, Check Shirt: $19
Right - Stripe Knot Tee: $12, Anchor Printed Shirt: $19

It would appear as though the fashion gods heard my lamentation: just last week the company announced that it would be opening its first international store in none other city than the Big Apple.  Slated to open in Fall 2011, the store will be located at 5th Avenue and 43rd Street, which, much to my delight, is a short 10 minute walk from my office!  I foresee many-a-lunch hour field trip to get my dose of Joe Fresh style.

Lipgloss: $8/each

For those of you who want to get a head start, jump over to http://www.joefresh.com/ (and the Joe Fresh Life blog at http://joefreshlife.ca/) for a sneak at what you're in for once Joe Fresh hits NYC!  As for me, I'm scheduled to return to the Great White North in early May and will be paying my local Joe Fresh a well-deserved visit...or two.

Stay fresh!

xo,

SM

p.s. ALL photos from http://www.joefresh.com/.