Joe Fresh in New York

And New Jersey! "New classics inspired by the classics" is the motto of Joe Fresh, a cosmetics and clothing brand sold in Canadian specialty and superstores. Now the brand is coming to the New York metro area with flagships and fashion fanfare.

Joe Mimran, the man behind the brand, has already created and sold off a successful brand, Club Monaco, to Polo Ralph Lauren in 1999. His Joe Fresh brand has a touch of Gap (classics) mixed with a taste of H&M (stylish affordability).

Joe Fresh has gotten plenty of fashion mag mentions in the runup to its Big Apple invasion.

For its debut US ad campaign, the company bought the rights to David Bowie's song Oh! You Pretty Things rather than use original music, as it usually does. "We chose David Bowie because he's timeless, he's a visionary," explains Joe Fresh's creative director.

Twitter, Facebook, and YouTube are in the marketing mix for Joe Fresh's NY debut. How will Joe Fresh fare in New York's fashion mix?