May 21, 2023
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Joe Fresh, Life at Home launch co-branded collection with Jillian Harris

May 21, 2023

Joe Fresh has teamed up with Loblaw's in-house homeware brand Life at Home to launch their first co-branded collection with lifestyle maven Jillian Harris.

Joe Fresh, Life at Home launch co-branded collection with Jillian Harris. - Joe Fresh

Launching online May 30 and in select stores June 1, the collection spans pieces for women, kids and toddlers, and for the first time, coordinating homeware. As part of the collaboration, Harris, a former co-host of HGTV's Love It Or List It Vancouver, lends her signature eye for design to create the new co-branded collection.  

A common thread in the line is sustainability, through the use of eco-friendly materials. In particular, clothing pieces are made with natural fibres, including responsibly-sourced cotton and linen blends, while the homeware collection includes break-resistant tableware for a longer lifespan, and a great alternative to single-use plastic.

Harris and Joe Fresh are longtime collaborators with this collection marking their fifth collaboration. Earlier this year, the brand equally teamed up with Canada-based content creator and entrepreneur Sasha Exeter on the launch of a capsule collection. 

"This has been a dream come true for me," said Harris. "Each collection with Joe Fresh has gotten bigger and better, and now we're taking it to the next level with the addition of Life at Home products. This collaboration is sure to get you excited for the summer season, from matching outfits with your kids to all of your summer gathering essentials, including the ultimate picnic setup. Plus, every item is reusable and crafted with the planet in mind, so you can feel good about what you're buying.”

Meghan Lengyell, VP Marketing at Joe Fresh, added: ”We're excited to deliver our fifth capsule with Jillian and our very first lifestyle collection together with our friends at Life at Home. We know Canadians are ready for summer, and this collection has everything they need to enjoy the sunny afternoons and warm nights ahead including products with recycled materials, natural fibres, and thoughtful, made-to-love design."

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