The Bay vs. Joe Fresh: Saul Mimran’s Moon line aims at budget shoppers

Sibling rivalry is alive and well with Moon, The Bay’s new collaboration with a fashionable Mimran. Not Joe Mimran, of Joe Fresh, or his wife Kimberley Newport-Mimran, of Pink Tartan; this mass-market women’s line is by Joe’s older brother Saul, president of the Mimran Group. Despite the brotherly connection, Moon didn’t debut with the same cachet that Joe Fresh has built up—at the launch party in a Liberty Village loft space on Thursday, the crowd was subdued and sparse, unlike the typical Joe Fresh show.

Moon is positioned as a Joe Fresh, Club Monaco hybrid (cheap and monochromatic), but the price point means the Mirman brothers are directly competing for budget-conscious shoppers across the country. A collection of mostly office basics won’t wow anyone with its originality or style—black and grey cardigans ($39) aren’t exactly cutting edge—but most items are well under $100.