Explaining The Excitement That Is Joe Fresh’s Fifth Ave Store

UPDATE: Bernadette Morra, editor in chief of Fashion magazine, just tweeted (with a link to our story): #JoeFresh the man himself just emailed me. NY deal not yet done. Says I will be 1st to know. Will hold him to it.


Happy Tuesday! Joe Fresh, the most fashionable and wallet-friendly clothing line ever to have sold at a Canadian grocery store is now opening up shop on Fifth Avenue. Confused? That’s probably because you’re not from the Great White North. Allow me to explain.

Joe Fresh is the fast fashion brainchild of Joseph Mimran, the founder of Club Monaco (which, yes, is also Canadian). But while that description probably brings up images of Canadian versions of H&M and Forever 21, Joe Fresh is an entirely different fashion animal — namely, one that is sold at over 300 stores across Canada, most of which can most easily be described as grocery stores. Basically, imagine an independent clothing line with the inherent buzz of Target’s Go International collections, a price point akin to (if not cheaper than) Forever 21, a design aesthetic cool enough to be modeled by Irina Lazareanu at Toronto’s Fashion Week, and sold in a myriad of super accessible retailers — both local and national.

As Racked described it, it’s the shopping equivalent of being able to “stock up on your produce and merino wool sweaters just aisles apart” — and now it, like Eddie Murphy in the ’80s, is coming to America!

The New York Post reports that Joe Fresh has just signed the lease on a 15,000 square foot retail space at 551 Fifth Avenue — a move that makes New York home to Joe Fresh’s only other standalone store outside of Vancouver.

A New York location must mean that Joe Fresh is hoping to make a greater American expansion at some point, and that only means very good, very cheap, and very fashionable things for the rest of us. Put it this way, during a holiday snowstorm while visiting my family in Vancouver two years ago, I did about $250 worth of Joe Fresh damage at the aptly named Great Canadian Superstore. Included in the loot was a cerulean blue down jacket, a striped school boy-style sweater (at least one year ahead of trend), a white oxford, and a white and grey striped beanie, all of which have wonderfully withstood the fast fashion quality test of time.

No word on when the store itself will open — but we’ll keep you posted!

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