Last week, my grocery store list consisted of milk, apples, asparagus, bread, oatmeal and a really cute new cardigan. Though most grocery stores don’t offer trendy knitwear, the Loblaws umbrella of stores certainly do. In a store where a new pair of fall flats can be found just around the corner from the produce section, grocery shopping has actually become fun for me. My friends and I have been shopping at our local Superstore for years, and I still love to answer questions regarding where I purchased my outfit with “the grocery store!” For those who aren’t familiar with the Joe Fresh brand, let me introduce you. Joe Fresh is a great guy; he is incredibly fashionable, very affordable and always comfortable.
For my friends outside of my hockey-loving country, or anyone that is unfamiliar with the brand, Joe Fresh is available at over 350 Loblaw owned stores across Canada (banner stores include Real Canadian Superstore, Atlantic Superstore and Maxi & Cie). It is known for its affordable prices, reliable basics, and contemporary pieces. One of the masterminds behind Joe Fresh is Joseph Mimran, who helped develop Club Monaco, Alfred Sung and Caban.
I recently had a kid in a candy store experience, when I attended the grand opening of the first free-standing Joe flagship store on Granville St. in Vancouver. Each morning, I passed the 14,000 square-foot store and counted down the days until I could forget those pesky groceries, and focus solely on shopping for Joe Fresh clothing.
The Granville Joe store is a bright, airy, box-shaped store that is organized by section and colour. There are plenty of sizes and everything in the store is well under a hundred dollars (except for the biker-chic hand-studded boots that just so happen to be my favourite item in the store). Within ten minutes, I had two full outfits under fifty dollars each, and still hadn’t explored the second floor!
One of the reasons that Granville Street was chosen as Joe Fresh’s new home, was because of its direct access to downtown professionals. Many Vancouverites don’t have a means of transportation to get to Vancouver Superstore locations, where the Joe brand can be found. The new Granville store means that Joe Fresh clothing is now easily accessible on public transit and business professionals can shop on their lunch hour (which could mean bad news for someone like myself). Joe Fresh Granville carries a wide range of categories: women and menswear, accessories, outerwear, cosmetics, sleepwear, intimates and athletic apparel.
When I asked Joe Fresh’s PR specialist, Alison Lawler-Dean, what makes the Joe brand different from other labels, she used phrases like great quality, beautiful, simple design, classics and trendy basics. Joe Fresh clothing is a smart investment for any wardrobe and because of its low cost, this also means low risk for the consumer. Many Joe Fresh pieces are basics with a flare, and with a little tweaking, can be transitioned from day to night and season to season. Just because Joe Fresh has mastered the basics, does not mean that they haven’t mastered the trends. Motocross leathers, equestrian inspired pants, faux leopard print jackets and $5 colored tights are just some of the excitement that Joe has in store for its customers – no pun intended.
Alison described the Joe clothing brand as classic, modern and fresh. It is a line that has a little something for everyone, and at a surprisingly low price. Busy moms, fashion divas, funky hipsters and minimalist embracers can all find something at Joe Fresh. Even social activists can breathe a sigh of relief; Joe Fresh clothing is socially responsible.
Loblaws has plans to eventually expand their freestanding Joe stores across Canada; $12 shirts, $19 cardigans, $24 cargo pants and $8 berets for everyone! From the warm customer service to the warm down jackets, Joe Fresh Granville certainly has a lot to offer at a little price. This does not, however, mean that I will stop shopping for skirts while I pick up some milk.
Article | Kendra Hagerman