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The man behind the affordable Canadian apparel brand Joe Fresh has stepped down.

Joe Fresh creative director Joe Mimran confirmed his departure to The Financial Post on Monday evening, saying that he was passing leadership duties over to current Joe Fresh president Mario Grauso. Grauso was named president of the company last year.

Mimran remains founder and a brand ambassador.

"It's been a remarkable journey since we launched Joe Fresh in 2006 and I'm proud of what we have accomplished in these years," Mimran said in a statement. "As we have grown into one of Canada's leading apparel brands, our focus has always been on fulfilling the needs of our customers offering great style at a great price — the rallying cry of our brand."

"As I step back from my day-to-day responsibilities I'm happy to pass the baton to Mario and his team — experienced hands committed to our shared vision. I look forward to seeing the continued growth of Joe Fresh as we introduce this iconic Canadian brand to new markets and customers around the globe."

Canadian grocery giant Loblaw Companies Ltd. launched the ubiquitous line in the spring of 2006 with Mimran overseeing the brand's direction. Today Joe Fresh is available in more than 340 retail locations across the country. The company went international in 2011, launching its first American stand-alone stores in New York and New Jersey, with Joe Fresh products becoming available in more than 650 J.C. Penney stores across the United States. Last year the brand expanded even further to Saudi Arabia and South Korea.