04/24/2013 04:21 EDT | Updated 04/24/2013 04:50 EDT

What Is Joe Fresh? Canadian Retailer Known For Its On-Trend, Affordable Clothes


You may have seen a Joe Fresh store when doing your shopping at Loblaws, but the Canadian retailer is more than just a quick stop after you get your groceries.

Founded by designer Joe Mimran in 2006 (he is also known for launching Canadian cult favourite Club Monaco), Joe Fresh now has almost 400 clothing stores including locations in Canadian supermarkets and superstores, as well as standalone locations.

The retailer was thrust into the spotlight Wednesday when it was revealed that Joe Fresh garments had been produced in a Bangladesh plant whose collapse killed more than 80 people.

Known for its bright orange logo, the semi-eponymous Joe Fresh brand specializes in trendy, affordable clothes, shoes and accessories for women, men and children.

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Clothes hounds can find everything from striped dresses, print blazers, floral scarves and pastel leather school bags for a fraction of the price of other on-trend brands.

Joe Fresh also offers a chic 'n cheap makeup and beauty line, including lipstick, nail polish and eye shadow in vibrant hues.

Joe Fresh is much-loved in Canada, and is one of the few budget-friendly brands that has legitimate street cred, thanks in part to its edgy designs and Mimran's Club Monaco past. To keep up its high profile, the label puts on splashy runway shows at Toronto Fashion Week every season, usually bagging a high-profile model or two, such as Canadian Coco Rocha who walked on the Joe Fresh runway for their Fall 2008 collection.

The brand expanded into the United States in 2011 and now boasts a flagship store on Fifth Avenue in New York City and other stores located throughout New York.

In July 2012 it was announced that the brand was teaming up with American retailer jcpenney to open up close to 700 Joe stores in jcpenney outlets across the United States. Joe Fresh made its Oscars debut earlier this year with an ad spot that aired during the Oscars in February.