Great basic designs, in the same spirit of the clean lines of Club Monaco, but at really affordable prices...... You'll find it in a grocery store near you....... 
Article from Canadian business mag
Article from Canadian business mag
Inside the brightly lit showroom of his Toronto office, fashion designer Joseph Mimran is explaining what he loves about items in his Joe Fresh Style clothing line. Sporting a grey suit, a crisp white shirt and a tan from a recent trip to South Beach, he walks up to a mannequin dressed in a complete fall outfit. "This is a long down coat we did this season," he says, gently running two fingers over the left shoulder of the jacket. "We sell it for $69 — an amazing, amazing value. You can't find this anywhere in the city for that price." The 53-year-old similarly gushes over other parts of the ensemble, including black leggings and velvet flats. Finally, he plunges his right hand down the top of a striped sweater, pulls out a black tank top and says in a slightly hushed voice that borders on the incredulous: "Six dollars."
Cheap chic clothing isn't new to Canada. Retailers such as H&M and Zara have been selling highly fashionable low-priced apparel for a few years. But what's unique about Joe Fresh Style is where it's sold: mostly within 10,000-square-foot boutiques — complete with change rooms and trained staff — inside roughly 70 Loblaw-operated Real Canadian Superstores across the country.(The grocery giant operates a handful of stand-alone Joe Fresh Style shops beside some of its stores.)The clothing concept targets moms in their mid-30s who want to look stylish but don't have the time or budget to shop for clothes at malls."Consumers doing their weekly food chore can now get a little hit of fashion," says Mimran. "It's a guiltless pleasure."
A lot is riding on the success of Joe Fresh Style, which initially launched in 40 stores in March. A stronger non-food offering helps Toronto-based Loblaw Cos. Ltd. protect its turf against Wal-Mart's general merchandise and grocery superstores, which debuted in Canada on Oct. 18 in the Ontario communities of Ancaster and London. But for Mimran, his reputation is at stake. If the brand flops, he could be labelled a designer whose best work may be behind him. If Joe Fresh Style succeeds, Mimran will once again climb to the top of Canada's clothing retailing heap.
Just keep in mind that you're likely going to have to go into the 'burbs to get to Joe. Superstores are really just huge grocery stores and are always really out of the way.
