Gail McInnes

BlogTO, October 2007

The first show under the much talked about tents at Nathan Philips Square was Joe Fresh, the low-priced brain child of Joseph Mimran, the former owner of Club Monaco. Perhaps molding itself after discount line, George from the UK, Joe Fresh offers a collection of fashionable separates for men and women.

The attendees were a mish-mash of local fashion reporters, including Fashion Television’s Jeanne Beker, reality television judges and finalists, including Zak and Jake from Canadian Idol and Idol winner, Kaylan Porter, and the usual fashion industry crowd.

Home-grown supermodel Heather Marks opened the show and walked the runway with ease – a fantastic sight considering how so few designers acknowledge the value of hiring top models to show of their wares. For spring 2008, Joe Fresh was just that, clean and fresh. The palette was most mostly neutral with splashes of brights. The line sheet gave the retail price of each item, with most items ranging from $19 – $39. There was definitely a nautical feel to the whole line with horizontal stripes, wide leg pants, and sailor shorts – a big trend for spring 2008.

As a mass-market brand, selling mostly in Loblaws and their Superstores in suburban areas, I wonder how these straight lines will translate to a curvier body, but regardless of quality or fit, Mr. Mimran has certainly been successful in building his empire.

Where to buy: Joe Fresh Stores and Loblaws Superstores.