FASHION Magazine

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Last Thursday, the unthinkable happened: A brand born in the aisles of the grocery store became part of the glorious gloss of New York’s Fifth Avenue. But if you know anything about Joe Fresh and its founder Joe Mimran, you know that well, it’s not really that unthinkable at all. Since launching the brand five years ago (and after years of style-propagation via his previous ventures, Club Monaco and Caban), Mimran has brought affordable chicness to the forefront of the Canadian fashion industry. South of the border was the natural next step, and since the brand’s U.S. launch late last summer, its bright and sunny hues have been infiltrating the pages of Teen Vogue, New York Magazine and the like. To boot, the brand has been making its mark on the arts community as well, sponsoring an event during Miami’s Art Basel, and the New Museum’s second triennial exhibit, The Ungovernables.