Last Wednesday, clad in my 15-minute just-out-of-work thoughtless comfy outfit, I headed to CrossIron Mills to attend the pre-opening of the new stand alone Joe Fresh store. It was quite an experience because Joe Fresh is one of my favorite Canadian clothing brands and probably one of the first stores I've ever got my shopping on ever since I got here 10 months ago. My relationship with Joe Fresh started when I signed up to work out at GoodLIfe Fitness Gym which is also inside Superstore. Because it would be such a sin to head to the grocery to buy foodies after gym, I indulged in Joe Fresh instead. I would take Joe with me to work everyday. Definitely a staple in my closet and my daily uniform. It was one sweet romance--from tank tops to sweaters to tights to socks and a little spark of trendy stuff on the side.
I will always remember Joe Fresh as the Superstore "detour" but now they have their own stand alone store! The CrossIron Mills branch is definitely the same Joe I used to love--clean, organized and fresh. The walls were all white. The store is roomy and well-lit. Every single thing that I always look for in a store. Perfectly organized with sections such as the yoga/active wear, kids collection, basics and you can even pick-up "fresh off the runway" items!
Definitely the highlight of my (prolly everyone else's) night was meeting THE Joe behind Joe Fresh, creative director Joseph Mimran. He was very welcoming and accommodating--I didn't feel intimidated at all--exactly what Joe Fresh is all about. We shared funny stories about my love affair with Joe and how his slippers would be his signature style that people would start wearing it for Halloween saying they are going as "THE Joseph Mimram" kind of like how everyone is going as Hugh Hefner. Hey, you know you've made it when people are dressing up as you during Halloween! But Joe Fresh doesn't need that, they've already made it.
GAP denim button-downs. Joe Fresh green tank top. Value Village pleated skirt. Tonic (from The Ramp, Philippines) booties. H&M fringe bag. Aldo accessories.
For those who are asking, Superstore will still carry Joe Fresh. They are opening also in New York and crossing my fingers that they'd open somewhere south like Chinook.
Once again, HAPPY 5th BIRTHDAY, Joe Fresh!
Joe Fresh CrossIron Mills Stand-alone Store is open from
Monday-Saturday 10:00am- 9:00pm
Sunday 11:00am- 6:00pm
more photos from the opening HERE.
***Please link back photos to this site if you are using any. Thanks~