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The highly affordable Canadian chain Joe Fresh opened its Fifth Avenue flagship this morning. What makes this store different: It's bigger than the three other NYC locations, and it's set in a landmarked 1952 space that's considered an icon of modernist architecture. (For more details geared towards building buffs, check out our sibling site Curbed NY's report.)
At last night's launch party, Mayor Bloomberg called the brand "the greatest Canadian export since Justin Bieber." Up north, Joe Fresh is sold in supermarkets as well as freestanding stores, and the prices are still not too far from what you'd pay for groceries. Skirts and denim go as low as $19, and even a cashmere sweater is just $70. Even Vogue seems grudgingly won over by the pricing; they sent model Lily Kwong to buy a look for under $150.
· At 510 Fifth Avenue, a Landmark with a Fresh Look [Curbed NY]
· Orange You Glad [Style.com]
· Not an Average Joe: Lily Kwong Shops for Spring at Joe Fresh [Vogue]