Jessi Cruickshank joins forces with Canadian brand Joe Fresh

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The product: Joe Fresh x Jessi Cruickshank collection.

Why we love it: Canadian TV personality and comedian Jessi Cruickshank has teamed up with fashion brand Joe Fresh for a “family-focused” clothing collection that launches in select stores and online on May 2.

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Offering a selection of styles for women, men, kids and toddler/baby, the debut collection merges Cruickshank’s love of fashion and family — with a hint of her playful personality.

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“This is the ultimate summer collab for cool families,” Cruickshank says of the designs. “The kids’ checkerboard pieces are so fun, I designed the women’s set for the fashion mom who wants to stand out, and even the men’s shirt is gonna give any dad instant swag.”

The mom of three says matching printed sets have become a staple in her family wardrobe, which is why she was eager to incorporate the styles into her Joe Fresh collection. When prompted to pick a favourite piece from the new collection, Cruickshank pointed to the checkerboard girls dress, which she created with her toddler Romi in mind, as her premier pick.

“I think it’s cooler than your average ‘girly’ dress,” she explains. “It’s wide and short so she can run around with her brothers looking cute while feeling comfortable.

“I’m also obsessed with the set I designed for women — selfishly, for me — I think it’s so fun and fashionable but also versatile and easy. I love it poolside over a bathing suit, I love the shorts with a white T and the shirt tucked into denim — however you style it, you’re going to get compliments.”

While the launch is the first collection collaboration for Cruickshank and the Canadian brand, she’s quick to point out that their connection goes way back.

“I love fashion, I love supporting Canadian fashion and I have been a longtime collaborator with Joe Fresh — in 2006 when they first launched in Loblaws stores,” Cruickshank shares. “Dan Levy and I did a segment for MTV ‘modeling’ their clothes in the grocery aisles — so you could say this collab is almost 2 decades in the making!”

The price: $16 to $35.

The retailer: Joe Fresh, joefresh.com

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