Newspaper article The Canadian Press

As Joe Mimran Steps Down from Joe Fresh, a Look at 5 Noteworthy Moments for Label

Newspaper article The Canadian Press

As Joe Mimran Steps Down from Joe Fresh, a Look at 5 Noteworthy Moments for Label

Article excerpt

Five noteworthy moments for Joe Fresh brand

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TORONTO - Joe Mimran surprised many in the fashion and retail world by stepping down from Joe Fresh, the famed brand that bears his name.

As Mimran cedes control of the label he's led since its launch nearly a decade ago, here's a look at the five noteworthy moments in the life of the affordable apparel brand.

1. JOE FRESH DROPS "STYLE" FROM BRAND NAME

When the label launched in 2006 with men's and women clothing, it was introduced by parent company Loblaw Cos. Ltd. (TSX:L) as Joe Fresh Style. The low-priced lined was initially only available at select Superstores.

The brand continued to evolve, introducing children's wear in 2007, cosmetics in 2009 and its first stand-alone store in Vancouver in 2010.

As the fast-growing brand forged forward, the label dropped "Style" from its official moniker in 2011.

2. MARQUEE MODELS ON THE RUNWAY

Prior to pulling the plug on runway presentations last fall, Joe Fresh shows at Toronto's World MasterCard Fashion Week were among the biggest draws on the event's calendar.

The label generated big buzz by enlisting some of the fashion industry's top talents to take part in its showcase.

In 2008, Toronto-born, Richmond B.C.-raised supermodel Coco Rocha was 19 when she made her Canadian debut on the Joe Fresh runway to cheers and applause.

American model Crystal Renn also made a splash walking for Joe Fresh, as did strutting fashion legend Pat Cleveland, whose career dates to the '70s modelling for fashion heavyweights like Halston.

3. SCOUTS CANADA STYLE REDESIGN

Scouts Canada uniforms got a Fresh makeover for the first time in two decades when the label partnered with Canada's largest youth organization to revamp its official ensembles in 2011.

The redesign was a collaborative process between the two camps, in addition to consultations with thousands of Scouts members. …

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