ART FARE: Joe Fresh wants to take consumers for a ride. To the Frieze New York art fair at Randall’s Island, that is. The Canadian retailer will provide free shuttle buses from its downtown store at 110 Fifth Avenue to the fair from May 10 to 13. Joe Fresh is also supporting the Frame section at Frieze dedicated to galleries established less than six years and artists whose work hasn’t received international exposure. Reservations are required for the shuttle buses. Riders will receive a Joe Fresh tote designed by fashion illustrator Tanya Ling. Art and fashion have always been closely intertwined for Joe Fresh founder Joe Mimran and art has influenced his brands. When Mimran created the graphic Club Monaco, he was collecting black & white photography. The brand in 1999 was sold to Polo Ralph Lauren Corp. Mimran has since moved on to collecting contemporary art, which is reflected in the lively colors of Joe Fresh. Mimran is always on the prowl for new discoveries. “I tend to go out at lunch time and walk around and do the galleries,” he said, referring to Chelsea, where Joe Fresh’s offices are located. “There are quite a few galleries that I avidly collect from.” Joe Fresh has made art its signature cause. The brand helped present the New Museum Triennial last year, did an event with the Warhol Foundation at Art Basel and supported the Public Art Fund. “We aspire to that [art-loving] customer,” Mimran said. “We believe our aesthetic is driven by art and we hope there’s a link and a relationship there that the customers will see.”

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