theEvents: JOE Fresh Invades LA | @JOEFreshJC @JCPenny #Events #WhatDougSaysIsFresh #JoeFresh @DougHaley

Stacy Keibler and Joe Mimran
Photo Source LA Confidential Blog
Los Angeles Gets Fresh
Written by Doug Haley 

When I got the invite for the new JOE Fresh opening in what used to be the unique MISS SIXTY space on the corner of Melrose Avenue and Laurel, next to Fred Segal I had to check it out. Especially being that specific location hasn't seen the best of luck since the recession (for example a car driving through its windows during a robbery), I guess that's why the event was just a "Pop-up."

Joe Mimran, the man behind the brand, is known for spearheading Club Monaco and re-vamping the entire design house, by focusing on blacks and whites, with tailored, sophisticated cuts. Shifting his focus, Mimran is now behind the collaboration between JOE Fresh and JC Penny. The Canadian retailer JOE Fresh essentially takes everyday pieces, and dyes them in outstandingly colorful and eye popping hues, at affordable price points. Thanks to MimramJOE Fresh will be carried in JC Penny stores all over the continental US.

Stacy Keibler, Nikki Reed, Rumer Willis (DJ Ruby)
Photo credits Jason Merritt / Jason Kempin Wire Image
The JOE Fresh launch party was out to impress: with a red carpet that was actually ORANGE and a major press situation full of cameras and paparazzi. Beautiful faces like Nikki Reed, Stacy Keibler, and Bella Thorne, as well as Rumer Willis playing as DJ Ruby, spinning fresh beats while guest thumbed through the collection. Of course I had my lovely fashion friend in tow Ms. Emily, that us below.

In all honestly, if you asked me if I could see my fellow Angelenos (and no we really don't call each other that, but I will for lack of a better word), wearing JOE Fresh?  With competitors like L.A. favorite American Apparel, I can foresee difficulty gaining a strong customer base. With L.A. designers already manufacturing stateside, why would we want basics made in China? It's just another billion dollar fashion corporation cranking out fast fashion, yawn. If Mimran choose to manufacture within the U.S. collaborating with our talented designers then maybe then we would buy into it, or even step foot into a JC Penny again. Until then we stay loyal to our local industry, however I'll still wear the free shirt.

-Doug Haley-
twitter : @doughaley
Doug Haley and Ms. Emily


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