Had I been able to wear Joe Fresh as my Girl Guide uniform, I would have excelled more with my badges. Last night, Joe Fresh announced a partnership with Scouts Canada, in that they will design all uniforms for do-gooder Canadian boys and girls. Yes we love the clothes but perhaps even more we admire Joe Fresh for their exceptionally savvy and innovative brand building. Joe Mimran and team are much more than formidable designers, the people running this company are smart, and Joe Fresh is about to exponentially grow in size. Although we may not be singing songs about campfires in church basements or shining shoes for points, we have no qualms about also dressing like a scout of sorts and think it will enhance our civilian pride. Dib dib dib, Mimran, you do good work!