Buying Joe Fresh online

Joe Fresh, the cheap, cheerful, stylish and scandal-embroiled Canadian brand has launched its ecommerce after years of having a not-very useful site. 

The site now reflect the slickness of Joe Fresh’s fashion shows at World MasterCard Fashion/Toronto Fashion Week.

If you’ve been following the news, a factory collapsed in Bangladesh, killing more hundreds of people. Joe Fresh’s clothing was made in that factory. Since then, the company, as part of Loblaw, has started to make amends and instigate changes in their manufacturing process.

Galen G. Weston, the executive chairman of Loblaw, with Joe Mimran, have vowed to produce Joe Fresh clothing in factories that respect building codes and labour laws.

So the new site promises silk shirts for $49, leather slipper shoes for $69 and colourful cords for $19. In full disclosure, I own a couple Joe Fresh items and yes, I was tempted to pick up a few pieces. The site lets you sort through bottoms and tops with the option to filter silk blouses from cotton and by colour.