style according to joe

celebrating its five year anniversary, joe fresh made calgary his home for a new flagship store which will open to the public first thing tomorrow morning and i had the pleasure of attending the launch party tonight at the crossiron mills location. for those of you who are not familiar with joe fresh, it is the canadian equivalent to all the affordable designers that are being sold across mass market chains, like tesco in europe, target in the us, (walmart is trying to get them) and loblaws (superstore in the west) has joe. joe fresh has been making way to expand beyond the supermarkets and so far has been stirring up some notable attention, most recently with opening its doors to a store on broadway in new york city, neighbouring with another canadian chain, aritzia. not bad for a country of 30 million people. it’s always good to support amazing brands that not only are doing well for themselves but also foster our love for affordable fashion. i know joe is a welcome addition to the city’s growing fashion destinations. more than the store, joe himself seemed to be quite the hot commodity, but it was his shoes that had everyone talking. it’s always hard for me to take photos at these events but with all the beautiful people and gorgeous merchandising it is hard to walk past a great photo op. also loving miss alicja’s new bad ass look <3 cheers. xoxo