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Fresh fashion hits East Hampton

Joseph Mimran and Adrian Mainella attend Joe Fresh

Joseph Mimran and Adrian Mainella attend Joe Fresh Hamptons Summer Store Cocktail Party in East Hampton. (July 16, 2011) Photo Credit: Getty Images

Canadian clothing brand Joe Fresh is taking on the Hamptons in its American debut with affordable fashion as refreshing as its store's orange and white exterior.

The Joe Fresh Hamptons Summer Store (54 Main St., East Hampton) is stocked with apparel for both men and women, including everything from bright bikinis and silk dresses to crisp polos and shorts. What sets this shop apart from most of its East Hampton neighbors? Prices range from $4 to $69.

The store is only open now through Labor Day, but for the rest of the summer it offers customers free ice cream and transportation to the beach via pedicab.

Four permanent Joe Fresh stores will open in the tri-state area this fall, including the flagship store at 510 Fifth Ave. in Manhattan.

Joseph Mimran, the brand's creative director and designer, celebrated the opening of his first location in the United States with fashionable guests and cocktails Saturday night at the new store.

Store hours: Mon.-Thurs. 10 a.m.-6 p.m.; Fri.-Sat. 10 a.m.-7 p.m.; Sun. 11 a.m.-6 p.m.

To learn more about the brand, visit joefresh.com.

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