FRESH style has come to Central Lonsdale.
The North Shore's first Joe Fresh stand-alone store opens today at 1620 Lonsdale Ave., next door to the Loblaws City Market, which anchors the Local on Lonsdale condo development.
The fashion brand created by Toronto designer Joe Mimran for Canadian food distributor Loblaw Companies Ltd. is available locally at Real Canadian Superstore locations and at the flagship Joe Fresh boutique on Granville Street.
The Lonsdale location is just 3,000 square feet compared to Granville's 14,000 square feet, but is spacious enough to display the Joe Fresh assortment and expected to be a hit with locals, says the brand's senior public relations co-ordinator.
"It feels like a booming, active neighbourhood," says Katie Gregory, who provided the North Shore News with a sneak peak at the store Thursday. The Toronto-based publicist is from the West Coast and "If I moved back to Vancouver, this is where I'd live," she says.
About half the sales floor is devoted to women's fashions while active wear, sleepwear and menswear comprise the other half. A beauty bar, accessories and footwear are located near the store's central cash desk.
The boutique does not carry the brand's popular children's clothing collection, which will continue to be available at Superstore locations.
Giving shoppers a hint of what's to come is the Joe Fresh pre-fall collection, with a large program of smart separates in blue and black featuring colour-blocking and graphic prints. And for shoppers in need of a more immediate fashion fix, the store is stocked with signature brights and preppy plaids and stripes.
The Joe Fresh publicist shares her five favourite summer style buys: For women: Silk racerback tank: "I love the silk tanks," says Gregory. "The coral is great with a tan."
Stripe tank dress: Knee-length with a V-neck, this cotton knit tank is available in a fashionable deep pink with narrow orange stripe and in classic navy with white. "Wear it casually to the beach" or dress it up with a jacket, she says. $16 Colour-block blouse: From the runway collection created for Toronto Fashion Week, this long-sleeve white silk blouse with black collar and placket detail looks great with a graphic-print city short, notes Gregory. $49 Denim stripe shirt: "We always do a chambray shirt in light and dark washes and different effects like stripes or polka dots. This one is super fun." Go for the "double denim" look by pairing it with denim shorts or pair it with a bright, such as a red short. $29 Classic white jean: "For summer, head-to-toe white is a strong look," says Gregory. Joe's slimcut denim fits low at the waist and is cropped to show off footwear. $19 For men: Polo tee: It's a staple that should be in every man's wardrobe, says Gregory. Choose from a rainbow of bright colours. Coral is a top seller. $12Striped sweater: Heavy cotton crewneck in navy and cream looks. $49 Flat-front short: A slim cut and hemmed to hit the knee at just the right spot. Grab one in classic navy or coral. $19 Slim-fit denim jean: Slimmer fit in a good solid dark denim. Joe Fresh displays them with bottoms rolled for a beachy vibe. $39 Plaid shirt: Lightweight cotton in a preppy madras plaid for weekends or a finer check for work wear. A slightly crinkled finish means there's no ironing required. $29 To mark the opening, Joe Fresh is offering a 20 per cent discount on apparel purchased Friday as well as special offers Saturday and Sunday.
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