Design on a Dime:
Joe Fresh Style

Creating designer fashions at a price the average consumer can afford is the philosophy behind Joe Fresh Style.

Founded by Joseph Mimran – the creative force behind Alfred Sung, Club Monaco and Caban – Joe Fresh was launched in Superstores across Canada in 2006 and has quickly become a destination for high-end fashionistas and budget-conscious trend-setters alike.

“Our big goal here is to always bring great design to everybody at amazing price points. We put a lot of integrity behind it and so far the customer’s been voting with their wallets and so we’re really happy,” says Mimran.

Mimran says he loves the challenge Joe Fresh provides and is amazed at how it continues to evolve.

“There’s so many different aspects of the line that we’ve yet to put down the runway,” says Mimran.

“What we’re going to do this season, which is a little bit different than what we’ve done in the past, is we’re going to focus a lot on our activewear. We’re going to mix the sort of yoga active-inspired clothing with a little bit of our sportswear.”

This will include mixing sports mesh with not only sportswear pieces but everyday pieces. The collection will include short shorts, harem-like pants and uncomplicated silhouettes, as well as clean blazers with smaller lapels.

“I think what makes them look so exciting and new is just that they are so pared back,” says Mimran.

Some of the jackets will feature dolman sleeves, extremely oversized cowl necks and drawstrings for a “very eclectic mix,” says Mimran.

Prints will be digital overscaled and abstract geometrics leaning towards nature and green. Memory taffeta will also show up in a sport-like way, says Mimran. The shades will range from white, cream and cool grey to blues, floral garden-type colours and geranium.

“It should be a pretty show. We’re looking forward to it,” says Mimran.

By Sheri Block, CTV.ca

CTV and FashionTelevision Present L'Oreal FashionWeek.

Design on a Dime: Joe Fresh Style

Design on a Dime:
Joe Fresh Style