Move Over H&M: Joe Fresh Style is In Town

Joe Fresh Style, Joe Mimran’s bright, fun, fashion destination for the cheap-chic crowd, opens today—with great deals for inaugural shoppers.

Cheap + Chic | If the French cult clothing labels A.P.C. and agnes b. hooked up and produced a cheap-chic North American love child, the clothing resulting from this sweet fashion union might look like pieces from Canada’s very own Joe Fresh Style line.

Why? Well, for starters, the descriptions routinely pinned on the pricey French labels—uncomplicated modern design; clean-cut, minimalist, well-proportioned lines; cool, effortless urban staples—are as easily applied to the infinitely less expensive Joe Fresh. There is also the chic-simple, fun and similar way the three companies present and market their products.

Joe’s clothes are more casual than the French collections, but they feel edited and considered in an equally intelligent way. My go-to fashion friend Amelia thinks if Mimran maintains this tight focus with both on-trend items and fashion basics, “there’s no reason why Joe brand wouldn’t be labelled the IKEA of fashion in Canada.”

I don’t know about that, but the reason we’re reporting all this is that as Joe Fresh Style broadens its reach (currently they have 336 apparel and/or cosmetics locations inside Loblaw banner stores throughout Canada) with the opening of this shop on Granville Street and eventually other standalone stores across the country, we predict Joe Fresh Style apparel will become synonymous with cheap-chic fashion in Canada the way H&M is in Sweden, Uniqlo in Japan, JNBY in China and Zara in Spain—and that Joe Fresh Style boutiques will become a must-do shopping destination for all fashionistas travelling to this country.

In the meantime, check out the new 14,000-square-foot location on Granville Street (just down the street from Holt Renfrew) where Joe Fresh Style kicks off with cool women’s sportswear, activewear, sleepwear, intimates and accessories, as well as men’s sportswear.

Check out this link to a press release where they list special opening events and bonus offers for inaugural shoppers. —Annabel Lee

Joe Fresh Style store is located at 540 Granville Street. To see their clothing and cosmetics collections, visit www.joe.ca

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