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Joe Fresh SoHo Opening Celebration

Where: Joe Fresh Who was there: Guests included Joe Mimran, Tennessee Thomas, Kyleigh Kuhn, Ysa Perez, DJ Kiss, Sebastian Kim, Kim Hastreiter, Mickey Boardman, Mike Baca, Fernando Romero, Roxanne Lowit, Andrew Shannon, Gorge Wayne, Julia Dault, Lina Zhang, Adrian Mainella, Alexander Johansson, Bianca Kim, Brooke Geahan, Catherine Peridis, David Hershkovits, Di Mondo, Elizabeth Kurpis, Henrik Fallenius, Jeff Jaffe, Jessie Washburne-Harris, Julien Budet, Katie Brioux, Lady Lilana Cavendish, Paul Sinclaire, Tian Yi, Joshua Abelow, Adrienne Shoom, and Alixe Boyer. Other details: Celebrating Joe Fresh’s Fifth New York City post in Soho, Tennessee Thomas, Kyleigh Kuhn and Ysa Perez joined forces with Creative Director Joe Mimran. “I think it defines New York to a great extent because of its energy and its verve. I love the mix of students, tourists and locals –it sort of epitomizes New York shopping and you can get it all in Soho,” enthused Creative Director Joe Mimran. During the celebration, UR New York made the walls their blank canvas, creating a one-of-a-kind mural wall inside the Soho store. [Joe Mimran] Mimran explained art’s influence on Joe Fresh’s aesthetic, “I love what artists do, I love what they represent, I love the mediums they work in. They’re always challenging our view on reality - I go to an art gallery almost every day for a brain rinse and for me, it’s totally inspiring!” Mimran also tapped New York-based artist Joshua Abelow to create limited edition T-Shirts, exclusively sold at Joe Fresh’s Soho location. Paris was the main inspiration behind Joe Fresh’s fall line. Abelow incorporated cool Parisian flare to his signature work, “This motif with the stick figure is something that reoccurs in a lot of my work. When I spoke to Joe about doing the design, they talked about Paris being a big part of the inspiration for the collection [so I also included the Eiffel Tower]. [DJ Kiss] Pointing to the flowers on the T-Shirt, Abelow added, “The art is obviously in love with the City.” “I think that Joe Fresh has such a strong identity - its bold and graphic. To me, there’s always room for a store that has fabulous clothes at fabulous prices! You can never get enough fabulous clothes at any price, but [at Joe Fresh] you can actually shop like a rich person, which is really fun!”, mused Mickey Boardman. [Kyleigh Kuhn][Mickey Boardman] Joe Fresh is located at 462 Broadway, at Grand Street. The store boasts 10,000 square feet and the largest selection of Joe Fresh’s runway collection. [Mike Baca, Fernando Romero, Jeff Jaffe] [Photos courtesy of Paul Porter/BFA]