The Joe Fresh Style flagship store opens on Granville Street this morning.

“Everyone’s excited,” said Elaine Quan, senior PR manager for Joe Fresh.

It’s the grocery store-based apparel chain’s first true stand-alone location.

Doors open at 10 a.m. with the first 100 people receiving a free pass to Joe Fresh’s street concert on Granville.

In addition, the first 1,000 people to spend more than $100 will be given a free down jacket.

“For us it was about reaching all our key customers,” said Quan. “We have a lot of urban customers that don’t necessarily get out to our suburban locations.

“We’re a very clean aesthetic,” she said of the store’s design. Its colour-themed sections mix wardrobe basics, like white collared shirts, with more fashion-forward items, like sequined sweatshirts.

“We’re taking a high-end approach to the merchandising and the mannequins and the presentation,” said Brent Reid, VP of store design, merchandising and imaging.

Joe Fresh is holding a street concert Saturday from 2 to 6 p.m. to celebrate the opening.