Joe Fresh will open at Queen and Portland on October 13, and this time, we can get almost everything from the runway

Joe Fresh will open at Queen and Portland on October 13, and this time, we can get almost everything from the runway

Joe Fresh (Image: Kevin Naulls) 

Joe Fresh, the Loblaw-owned fashion retailer known for its reasonable prices and wear-them-until-they’re-destroyed basics, is opening a new location on Queen West at Portland. The new store has 8,200 square feet of retail space and will open its doors on October 13—it will be the only Joe Fresh store in Toronto offering almost all of the Joe Fresh runway and ready-to-wear pieces. Considering Joe Fresh’s success at LG Fashion Week this past March, we’re intrigued by the promise of runway fashion—perhaps we’ll see these metallic, fur, floral and electric coloured minis or this orange neoprene coat in the mix. Whatever the case, the store will have something for everyone, since it will be offering men’s apparel, activewear, sleepwear, cosmetics, jewellery and sunglasses, in addition to the usual women’s apparel Joe Fresh is best known for (basic tees come to mind). Creative director Joe Mimran seems to feel that this new Queen Street West location is a no-brainer: “Over my career I’ve had experience opening two important retail stores on Queen Street and have been thrilled to be a part of the area’s evolution into a lively and unique shopping destination. We’re excited to bring the Joe Fresh brand to the vibrant art and cultural scene of Queen Street.” Perhaps our favourite part of store openings is opening day discounts: the new Queen and Portland Joe Fresh location is offering 20 per cent off purchases on opening day, which means we’ll be buying approximately 10 t-shirts in various colours, and maybe each of those skirts mentioned above.