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O, Canada, Where Did You Get that Dress: Joe Fresh Takes Manhattan, But Will New Yorkers Buy It? (thepoliticker.observer)

510 Fifth Avenue gets Fresh. (Nicholas Strini/PropertyShark)

The kaleidoscope of New York City shopping bags is a mesmerizing thing, a
language. The thrifty carry some variation of red—red and black for H&M, red
and white for Uniqlo, red, white and black for Century 21. The weak-dollar-
spending tourists have the navy and naked bodies of the Gap and Abercrombie,
the star-crossed lovers the teal of Tiffany’s. For the fashion-forward, Small,
Medium and Large brown bags.

Then, last fall, a Bright Orange bag began to appear in the overburdened arms
of Manhattan shoppers. Inside were the dreams of all the other bags put
together. It was not some down-market Hermés, however, but an upstart brand
called Joe Fresh.

If that moniker conjures visions of the grocery store, you’re not far off. Joe
Fresh was launched in 2006 by Loblaws, a chain somewhere between Trader Joe’s
(they have a great in-house brand, approaching Newman’s Own) and D’Agostinos
(the selection is nice, but it’s no Fairway). If that does not seem like a
strange enough place to find the next great fashion line, Joe Fresh, and
Loblaws, happens to be Canadian.

“It used to be weird, going into the grocery ...

thepoliticker.observer