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Inside Joe Fresh's Must-Stop, Must-Shop Melrose Pop-Up

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Style-setters, color lovers and bargain hunters: say hello to Joe. At 10am today, celebrated Canadian fast-fashion brand Joe Fresh opened its huge three-day pop-up shop in partnership with JCPenney. Sitting pretty at the corner of Melrose and Crescent Heights, the vibrantly hued space is stacked with high-quality, generously priced threads that are already going fast.

Boasting dresses, denim, separates and accessories in a rainbow of shades, nothing in the Joe Fresh at jcp collection is over $69, which is a serious steal on the otherwise pricey, west of Fairfax, Melrose Ave. The least expensive item in the shop is a pair of beach-ready flip flops for $4 and the "investment" piece is a 100% silk smocked-waist dress. Speaking of the luxe fabric, Joe's pure-silk short-sleeved tops ($39) are sure to charm Equipment lovers on a budget.

To kick off the pop-up's debut, which also features live music, free manis and refreshments from Lemonade and Real.Raw.Live daily, we sat down with Joe Fresh creative director Joe Mimran at last night's exclusive preview.

Why LA?
"I have a long history with LA because I used to come out here years ago when I owned Club Monaco and visited the stores in Beverly Hills and at the Beverly Center. It's a place that I've loved forever. Plus, in the old days, you could never get to Asia without stopping on the West Coast first because there were no direct flights. You always had to stop here, so I'd come for two days and make a trip out of it."

What drew you to this specific location?
"It's across from Fred Segal, so there's tons of traffic. The space was already all white and modern, too, which was perfect. The collection's colors and florals look unbelievable in this light!"

How do you maintain these stellar prices without compromising quality?
"People always get freaked when they see our prices. We're really passionate about what we do. It's all about touching and feeling the garments and having a relationship with the factories so you can tease out of them the kind of quality that you want. You also have to know what you want in order to get it. I started as a manufacturer many eons ago before becoming a retailer, so I know what it takes."

What if people really, really love the LA pop-up? Would you ever consider opening a permanent Joe Fresh store?
"That happened to us on Madison and 80th in New York. We opened up a pop-up store there, which was so successful that we turned it into a full-fledged store. As another famous Canadian Justin Bieber once said, "Never say never.'"

The Joe Fresh at jcp pop-up shop is open for business today, March 8th through Sunday, March 10th from 10am to 7pm. You can also shop the collection online here now and at JCPenney stores nationwide on March 15th.
· JCPenney [Official Site]
· Joe Fresh [Official Site]
· Joe Fresh is Opening a Humongo Melrose Pop-Up in March [Racked]