NEW YORK — There will be no loudspeakers blaring, “Clean up in aisle six” or “Price check,” at the 9,800-square-foot Joe Fresh store opening today at 110 Fifth Avenue and 16th Street here. The company’s first freestanding unit in the U.S., the store will be followed in the spring by an 18,000-square-foot flagship at 510 Fifth Avenue and 43rd Street.
The Canadian brand is sold in 330 Loblaws and Real Canadian Superstores. While the Fifth Avenue unit is filled with tangerine Neoprene coats and dresses, strawberry V-neck cashmere sweaters and puffer jackets and T-shirts in 32 colors, there’s no fresh produce in sight. “There’s something about the edible colors of the supermarket that becomes part of the brand’s essence,” said Joseph Mimran, founder of Joseph Mimran & Assoc., who created Joe Fresh five years ago. Mimran launched Club Monaco in 1985 and sold it to Polo Ralph Lauren Corp. in 1999.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"