Known for fashion forward basics, Canadian brand Joe Fresh launched in 2006 and has been widely available throughout Canada in supermakret chain Loblaws. In 2009, they began the first round of releases in a cosmetics collection, starting with nail lacquer… this is how the brand caught our eye: on the Fall 2011 catwalks at Doo.Ri and Theysken’s Theory this past NYFW. But those creamy coffee colors on the models’ nails aren’t available stateside just yet:
Joe Fresh will plant its flag in Manhattan this fall with a location on Fifth Ave, in a landmarked space from the 1950’s.
As a little interesting background on the brand (which aims to compete with H&M, Zara and Forever 21), its creative director is Joe Mimran, co-founder of all-American heavy hitter Club Monaco more than twenty years ago. When Monaco’s impressive ascent caught the eye of Polo Ralph Lauren, the brand was snapped up and Mimran was ousted soon after. As for the prospective Manhattan location of Joe Fresh, it’s a comfortable .7 miles from the nearest Club Monaco, but we’re interested to see how this plays out.
…And interested to get our hands on those chic and affordable neutral nail polishes: