What do you think of when you hear “Joe”? A friend, a restaurant, a celebrity??? Well I think of the clothing line. Joe Fresh, to be specific, is an awesome brand that provides incredibly cute, fashionable and affordable clothing for women, men and children.
I am in love with their shoe selection, and I never leave without buying a pair of flats/rubber boots/heels in hand. The only downside to Joe, is the store that it is associated with. I am always hesitant to tell people where I bought my cute sweater or comfy sweats from, as sometimes I receive some funny looks. My family, friends and I are completely obsessed, but the big secret, Joe is Superstore’s clothing line. I know, I know, I buy my clothes at a grocery store, it’s weird. But honestly, I can’t get enough of it. Joe’s creative director, Joseph Mimran is a renowned fashion designer, who created also Club Monaco and has now developed a brand that is accessible, extremely fashionable, and has transformed Superstore, to capture more than just the grocery shopping crowd, and has attracted the Canadian fashionistas. Joe has recently expanded to a cosmetics lines and bath products, such as body washes, soaps and lotions.
This brand is exclusively sold at Superstores and Loblaws, but a new store has even recently been opened in downtown Vancouver that is specifically a specialized Joe Store. Although one may not associate value with this brand, Joe has exceeded expectations, and it growing everyday in popularity. This private label brand has been featured in every Canadian magazine out there, and will soon be expanding globally to the United States. My friends and I have gotten over our embarrassment, and now when asked where we purchased those fantastic flats, we proudly say “It’s Joe”, and usually plan our next trip to our local Superstore as soon as possible.