A Soho Refresher

by The Daily Front Row

(NEW YORK) While they haven’t mapped out their course of world domination just yet, the Joe Fresh team, lead by their fearless leader Joe Mimran, has successfully expanded into six shops in the states. The most recent of which celebrated its grand opening last night, welcoming revelers into a wonderfully lacquered white and orange Soho boutique. The official welcoming committee included Tennessee Thomas, Kyleigh Kuhn and Ysa Perez, but Natalie Joos, Mickey Boardman and the brand’s COO Mario Grauso were on hand to partake in the fun and do some shopping, too!

DJ Kiss
 kept the tunes party-worthy while graffiti artists UR New York took their skills to a canvas, containing their spray painted work to a small rectangle of black and white. Mimran started the label by selling clothing in a grocery store, explaining why his clothing is made in “happy colors and is so delicious that you have to want to eat it!” Will Joe Fresh ever switch it up and offer food alongside their trendy wares? “That’s a good idea!” quipped Mimran, “you wouldn’t want a royalty for that, right?” Of course we do, Mr. Joe Fresh!

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