Canadian apparel retailer Joe Fresh took over this 5th Avenue space near 42nd Street, fueled by its initial success with a store it set up in the affluent vacation enclave of East Hampton, NY. This location (formerly occupied by Chase Bank) is a landmarked 1952 space that’s considered an icon of modernist architecture.

Joe Fresh’s orange (and white lettering) logo is hard to miss. Even though it has “Gap-like” apparel lines for men, women and children (as well as shoes, handbags, jewelry, beauty products and bath items), Joe Fresh has made efforts to appeal to college students by conducting discount promotions specifically for them. Mayor Mike Bloomberg and other VIPs attended this location’s March 2012 opening night launch party. One visitor to this store commented “consider it the Uniqlo of Canada. Clothes are stylish, classic, and young. Perfectly fit for those looking for something decent and without logos.”

Joe Fresh is distinctive in that it got its original retail start in Canadian grocery stores. It hopes to expand upon its New York entry into other parts of USA. The store’s self-described “must have” items for women include its turtle necks, neoprene jackets, gold jeans, fringed skirts, silk blouses and chunky knits.