Meet Joe Fresh

Lately I've been inundated with ads for Joe Fresh, a clothing and accessories line available at Superstore and designed by Joseph Mimran. Don't let the discount masstige collection and its availability at a supermarket chain fool you; Mimran has serious designer cred. He cut his teeth as a driving creative force behind Club Monaco, Alfred Sung, and the lifestyle/home furnishings store Caban. Now he's turned his attention to creating an apparel line of affordable basics that have a chic minimalism reminiscent of Club Monaco's clothes.

I wasn't as impressed with their spring/summer line when Joe Fresh was first launched. That collection featured cotton tees and tanks, polo shirts, yoga pants, and plain basics in a variety of colours. This season, however, Mimran has hit the right notes and incorporated some major trends into his designs, including the use of gray, boxy or belted jacket silhouettes, and minimalist turtlenecks and sweater dresses. The textures and details make Joe Fresh seem more luxe than what you'd expect from a discount collection.

The next time you go grocery shopping at Superstore, keep an eye out for these standout pieces.

Active tee, $8



City satchel, $24



Belted swing jacket, $59



Dainty gloves, $8



Fringe pumps, $29



Houndstooth tailored coat, $89



Military cargo coat, $89



Swing top, $59



Tone up tank, $12



Tuck stitch sweater dress, $24



Vogue flats, $19