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What's in Store: Shopping the New Joe Fresh

It's a truth universally acknowledged that the best high street stores tend to be imports—Spain gave us Zara, the UK Topshop and Sweden H&M. But lately, it's Canadian chain Joe Fresh that seems to be on every editor's lips. Founded by designer and Club Monaco co-founder Joe Mimran and famously carried in Canadian supermarkets—hence the "fresh" moniker—the brand's been making waves amongst our neighbors to the north since the mid-aughts. Now, with a seasonal runway collection, six stores in the New York metropolitan area and a distribution deal with JC Penney, Joe Fresh is set to take the U.S. by affordable storm.

(The Spring 2013 lineup, by the way, will make its runway debut tonight at 9 pm EST in Toronto—click here for live streaming details.)

To check out (and try on) some of the brand's freshest wares, I headed over to the label's Fifth Avenue flagship and put together a handful of fall-ready looks. Click through to see them—and to take a peek inside the store.

Photographed by Dana Davenport.

Those paisley corduroy pants in the lower right-hand snapshot? They're even better in person—seriously.


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