Joe Zee Welcomes Canadian Brand Joe Fresh To NYC


Great news, everybody! On Thursday, the coolest Canadian brand that’s ever been sold in a grocery store opened up shop on New York City’s Fifth Avenue — and to celebrate, the company’s founder Joe Mimran invited fellow Canadian (and former employee!) Joe Zee and a group of us fashion-y writer types to the shop for breakfast.

After perusing the wares (which were awesome, see below) and gobbling mini bacon, egg, and cheese muffin sandwiches, Zee regaled us with tales of his introduction to fashion which came, coincidentally enough, via Mimran.

Zee’s first job, you see, was at Club Monaco’s inaugural boutique on Toronto’s Queen Street West, which he says was “the hub of coolness at the time”. Mimran is also the founder of Club Monaco, which is to say: the man clearly knows what he’s doing. For those of you unfamiliar with the Joe Fresh brand, it’s sold across Canada in over 300, well, grocery stores (more detail here), but it’s probably best compared to Uniqlo, but with a little more fashion pizazz and, if you ask us, quality.

So trust this Canadian when I tell you to check it out — but if you need a little more incentive, the first 300 shoppers to spend $50 at Joe Fresh tomorrow, will get a women’s down jacket for $5.

Here’s how we recommend you spend that money:


Stripe Sweater, $16; Fringe Mini, $39; Plaid Coat, $89

Joe Fresh is located at 110 5th Avenue.

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