The Shmooze

Get Your Neoprene Joe Fresh Dress in NYC

By Renee Ghert-Zand

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Have you been on the lookout for an orange neoprene dress to wear to one of those upcoming holiday parties? How about a matching coat to go with it? Look no further! That ensemble, along with many of Joe Fresh’s other “signature pieces in the contemporary, sportswear, intimates and beauty categories,” has arrived in New York from the Great White North.

The brand’s creative director, Joe Mimran, recently entertained members of the press at the new Joe Fresh boutique in the Flatiron District, one of six locations opened or soon to open in Manhattan. (A Fifth Avenue flagship store is scheduled to welcome shoppers the coming spring.)

Mimran told the Huffington Post that he is not afraid of the competition on the high fashion-low prices scene. “We have so many must-have items, that’s the great thing about us. We have our must-have turtle neck of the season. We have our neoprene jackets, which no one else in the market has. We have our gold jeans. We have the fringed skirt. There’s also our silk blouse. Some of the sweaters and chunky knits.” the designer said of the brand’s current offerings. “I think there’s always room in the market place for a good player with integrity. The fashion industry allows newcomers.”

Joe Fresh may be a newcomer to the U.S., but Mimran himself is a veteran in the fashion business. The soon-to-be-59-year old designer, who was born in Morocco and immigrated to Canada at the age of five, was behind the now-defunct Alfred Sung brand and Club Monaco, which was bought by Polo Ralph Lauren Corp. in 1999. He has been involved in a number of other clothing and accessories companies and stores, and he launched Joe Fresh in 2004.


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