Canadian Children's Fashion "Grows With Joe" as Joe Fresh Style Launches Kids Collection for Back-to-School Season
FOR IMMEDIATE RELEASE:
CANADIAN CHILDREN’S FASHION “GROWS WITH JOE” AS JOE FRESH STYLE LAUNCHES KIDS COLLECTION FOR BACK-TO-SCHOOL SEASON
Iconic Canadian Designer, Joe Mimran, Debuts Collection at Spectacular Roof-Top Circus
TORONTO (ON) – July 25, 2007 – Leading Canadian fashion designer, Joe Mimran, brings fashion to centre stage for families nationwide with his first-ever kids collection. In partnership with Loblaw Companies Limited, the Joe Fresh Style Kids collection offers clothing for newborns to kids 10 years old with the look and feel of boutique clothing at irresistible prices ranging from $4 to $39.
The Joe Fresh Style Kids collection was unveiled under the “Big Top” featuring a spectacular fashion show, entitled “Runway to the Circus,” where contemporary Canadian circus performers mixed with more than 40 children throughout a “fashiontainment” event. Featuring of-the- moment apparel and accessories, the 350-piece launch collection is full of “Must-Haves” for girls and boys including, everyday casual wear, outerwear and a competitively-priced organic apparel collection for babies.
“We’ve received such a tremendous response to Joe Fresh Style and after taking a look at the children’s clothing market in Canada, we saw a need to extend the line to the whole family to provide high-quality, stylish clothes for kids too,” said Joe Mimran, Creative Director, Joe Fresh Style Kids. “Little ones will adore the fun looks and colours and parents will appreciate the exceptional details and of course – great prices.”
Designed with mom, dad and child in mind, the collection is sized to leave some wiggle room for little ones to grow, including unique features such as adjustable components in the garments to help ensure a perfect fit over time. With co-ordinated colour palettes running throughout the collection, mixing and matching is easy. Attention-to-detail is captured in every stitch, from the unique embroidery on jumper dresses to the baby-soft touch of the precious onesies. An exciting selection of new items will appear in store every four weeks.
“Loblaw is always dedicated to providing Canadians with a one-stop shopping destination to accommodate their busy lives and everyday household needs,” said Elizabeth Margles, Vice President, Public Relations and Public Affairs, Loblaw Companies Limited. “We are absolutely thrilled to now offer our customers nationwide a clothing collection for the entire family from a leading Canadian designer, with fashion that can’t be found anywhere else.”
Kids Fall 2007 Collection
The “Grow with Joe” launch collection is divided into three categories – Baby, Toddler and Kids – offering co-ordinated basics, beautiful colours, fresh styling and true must-haves:
Joe Fresh Style Baby and Organic Collection (Sizes newborn to 24 months): Made from the highest quality fabrics—including brushed cotton—the Baby collection is dominated by must-have signature onesies in multiple colours ($4). For the eco-conscious consumer, Joe Fresh Style Kids offers an organic collection featuring sleepwear, blankets, hats and mitt sets – all made from 100 per cent certified organic cotton and natural dyes.
Joe Fresh Style Toddler Collection (Sizes 2 to 5): Continuing the standard of high-quality and of- the-moment styles, this collection ranges from denim ($16) to dresses ($16) to cozy casuals, including yoga-inspired pants ($8) and preppy cable sweaters ($12), and is sure to be a favourite among parents and toddlers.
Joe Fresh Style Kids Collection (Sizes 6 to 14): For children with their own sense of style, the Kids collection interprets a strong fashion angle, featuring contemporary pieces and special detailing. Must-haves include: corduroy blazer ($19), pleated denim skirt ($16) for girls, cargo pants ($19) and long-sleeved tees ($10) for boys.
Joe Fresh Style Kids will be available nationwide at Real Canadian Superstores and Atlantic Superstores beginning August 16, 2007, as well as at select locations of Maxi & Cie, Atlantic Wholesalers, Extra Foods, Your Independent Grocer, Fortinos, No Frills, Zehrs and Loblaws. The Winter collection of stylish snowsuits, coats, boots, hats, mitts and scarves will arrive in stores by November 2007.
Runway to the Circus Fashion Show
Wowing a crowd of hundreds of spectators, young boys and girls showed off the exciting new collection amidst a magical, high-energy fashion spectacle. The double-Dutch troupe, Lincoln Leapers, opened the show followed by break-dancer trampoline acts, stilt walkers and jugglers, all making way for the main act: the Joe Fresh Style Kids collection.