Joe Fresh on the grocery list

Nadya Bell
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Fashion designer Joe Mimran visits Newfoundland stores

Shoppers at Dominion stores are now steering their carts full of Pepsi and Wonder Bread around small displays of polished two-tone flats and elbow-length button gloves.

Joe Mimran, the fashion designer hired by Loblaws to produce the new clothing line for its stores visited the Pearlgate Dominion in Mount Pearl Wednesday.

Joseph Mimran, creative director for Joe Fresh Style, was at Pearlgate Dominion Wednesday in Mount Pearl to celebrate the grand opening of the affordable apparel and accessories line. - Photo by Rhonda Hayward/The Telegram

Shoppers at Dominion stores are now steering their carts full of Pepsi and Wonder Bread around small displays of polished two-tone flats and elbow-length button gloves.

Joe Mimran, the fashion designer hired by Loblaws to produce the new clothing line for its stores visited the Pearlgate Dominion in Mount Pearl Wednesday.

As Mimran walked through the store to the clothing section, the employees looked at him and said to each other "Is that Joe?" They were all wearing bright orange T-shirts with his first name on it.

"It's been a wild ride. We've been at it for 2 1/2 years now and it's taken off across the country, and I'm just really excited to be able to be part of this," Mimran says.

"Everything that I do is really about driving value, but also about amazing taste, amazing fit, and a real design sensibility. So when you look at the product it could be a designer product," he says.

Before the Loblaws group asked him to do a line that would work for a mass food environment, Mimran worked on creating the Alfred Sung, Club Monaco and Caban brands. He says creating the clothing was an interesting challenge because they were aiming for an extreme value product.

"I've done a lot of things in my career and this one is particularly gratifying because it touches so many people across the country. I get e-mails from so many people, and it's a very different experience where we can bring this level of style across Canada. You're not restricted by price, and it is very democratic idea of fashion here," he says.

While the style is not meant to be exclusive, Mimran says the clothing will get the approval of anyone who is in the know with fashion. Typical items include mod jackets, yoga shorts and fine knitted sweaters. In keeping with the clothing that people usually buy at a grocery store, there is a wide variety of socks and underwear.

"Every month is a new and fresh idea, and a new and fresh delivery, and you'll notice for this season there is a big emphasis on prints. You'll see a lot of silk blouses that we did, and you'll see a richness of colour," Mimran says.

nbell@thetelegram.com

Organizations: Loblaws, Club Monaco

Geographic location: Newfoundland, Mount Pearl, Canada

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  • Stacy
    July 02, 2010 - 13:25

    I was in Pearlgates Dominion yesterday during the Grand Opening of the Joe Fresh clothing section.

    Although I was unable to meet Joe himself, he was there talking to people and clearly enjoying the Grand Opening. So far, he has done an amazing job on his new clothing line. Some of it can be a little dramatic, but for the most part, its cheap and its made with good material. The styles are different....which is great because I am sick and tired of wearing clothes that all look the same on me :)

    Good Job Joe...keep it up!

  • Stacy
    July 01, 2010 - 20:12

    I was in Pearlgates Dominion yesterday during the Grand Opening of the Joe Fresh clothing section.

    Although I was unable to meet Joe himself, he was there talking to people and clearly enjoying the Grand Opening. So far, he has done an amazing job on his new clothing line. Some of it can be a little dramatic, but for the most part, its cheap and its made with good material. The styles are different....which is great because I am sick and tired of wearing clothes that all look the same on me :)

    Good Job Joe...keep it up!