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Canada's Joe Fresh Lands in NYC: "From the Frozen Food Aisle to Fifth Avenue"

Donna Alberico Photography

This morning, we got up bright and early to join a duo of Joes—Zee and Mimran—for a special breakfast at the latter's brand-new Joe Fresh outpost at 110 Fifth Avenue in NYC. Over (what else?) a cup of joe, celeb stylist Zee told us that at the age of 17, he got his first retail job at Club Monaco—back when Mimran was at the company's helm. Zee was in awe of the business savvy his "first fashion boss" displayed and immediately recognized he was in the presence of a branding genius.

It wasn't until Canadian food retailer Loblaws approached Mimran about launching a clothing boutique within their grocery stores, however, that Joe Fresh was born. "Actually, the notion of 'fresh' is what created our color palette," Mimran explained. "We wanted everything we sold to look really appetizing." True to to the Joe Fresh spirit, the orange neoprene skirts and sherbet-colored turtlenecks were among the first pieces snapped up by the early-a.m. crowd. "Editing is our version of a 'secret sauce,'" said Mimran. "We're not exactly 'fast-fashion' in that we're more about the process of filtering trends and making them our own." Clearly, judging by the warm reception the company's already received in the editorial world, Joe Fresh has already managed to strike just the right balance of affordability and attention to trend. "I mean, neoprene is really as 'designer' as you can get while still being fast-fashion," he said, grinning.

With hundreds of stores in Canada and just one (for now) in the Big Apple, Mimran told us his goal is to become "part of the fabric of New York," and hopes retail-jaded Manhattanites will appreciate the label's under-$100 cashmere separates, boldly-colored beauty collection and well-priced runway line. Well, consider all of us at Lucky sold.

Donna Alberico Photography

Joe Mimran (left) and Zee.

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