2012 - The Printed Denim Collection

This spring Joe’s launched a spectacular Printed Denim Collection featuring styles that range from feminine florals, bold tribal patterns, muted animal prints and pop art inspired designs. The campaign included a 30-second video short.

No stranger to larger than life collections, Joe’s printed denim line features a multitude of unique must-have styles that include Joe’s ever popular Skinny, the new retro-inspired High Water, a mini skirt and two figure flattering shorts.

Creative Director, Joe Dahan shares, “This collection is very playful yet sophisticated. We drew inspiration from impressionists and other art forms including music, the streets, nature and interior design." His favorite print, Electric Blue Pop Art Daisy, blends abstract and pop art elements for a high fashion statement piece.

2011 -The Fifty Five Colors

The Fifty Five Colors Campaign launched for holiday 2011. Their creative included a 30 second video which was released online, featured it in their stores and ran a Taxi TV campaign in New York for 3 weeks during the prime holiday shopping months. In Los Angeles they had billboards in Santa Monica, West Hollywood and Hollywood. Their print ran in national magazines.

Joe’s took the colored denim trend to new heights with the release of The Fifty Five Colors. The iconic denim label has taken one of its seasons less classics, “The Skinny”, and produced it in a vast array of colors from bright yellows to muted pastels and beyond. This is a first not only for the brand, but also, for the denim industry, as never before has there been such a wide assortment of shades to choose from.

Colored denim is a widespread trend and one Joe’s has fully embraced with the launch of The 55 Colors. “Colored denim allows women to make an effortless style statement without being overstated,” says Joe Dahan, Founder and Creative Director of Joe’s. “Joe’s 55 Colors provide a splendid variety for women suitable for any color or style preference.” The 55 Colors include: Thyme, Dark Lake, Gable, Spruce, Atlantic, Dirty Olive, Silver Sage, Lily Pad, Overcast, Frost, Eclipse, Medieval, French Blue, Tile Blue, Still Water, Chalk, Plumeria, Violet Blue, Night Shadow, Shark, Purple Passion, Thistle, Sphinx, Sassafras, Chili Pepper, Fiery Red, Red Orange, Grenadine, Gingerbread, Carmel, Tangerine, Cerise, Virtual Pink, Lollipop, Geranium, Nectar, Evening Sand, Pale Pink, Tapenade, Topaz, Gold, Parakeet, Lime Punch, Buttercup, Sunny, Ethereal, Jet Black, Shadow, Charcoal, Paloma, Lunar Rock, Chocolate, Cobblestone, Walnut and Moon Beam.

March Issue of New York Magazine voted Joe's Soho Boutique as 'Best Jeans' in their 2012 Best of New York Shopping Story.