Affordable apparel brand Joe Fresh Style will partner with Canada’s largest youth organization to revamp the Scouts Canada uniform, which was last updated two decades ago.
Creative director Joe Mimran said they were approached by Scouts Canada to see if there was interest in getting on board with the redesign project.
“They’ve been around for 100 years plus, largest youth organization in Canada, we’re across Canada ourselves,” Mimran said Wednesday in an interview backstage at Toronto’s LG Fashion Week prior to the unveiling of Joe Fresh Style’s spring-summer 2011 collection.
“They’re a great Canadian icon, we’re building, hopefully, trying to become a great Canadian icon, and I think (it’s) just a nice fit.”
“Our goal is just to make it really wearable,” he added. “We want to make sure that all of the scouts really are proud of the uniform and really want to wear it, has some relevance and is current, and hopefully we’ll be able to do that.”
Scouts Canada is slated to unveil the newly designed uniform next February, and will introduce it into its programs in September 2011.
