Joseph has always been driven to succeed in business. At the age of 18, he incorporated his first business importing jeans and casual wear from Italy into Canada. His first three years saw him importing and distributing by means of wholesale to high-end independent men’s and lady’s boutiques across the country. By the age of 23, the first POP 84 store was established under his direction and by the age of 26, an additional 24 stores were added to the total including outlets in Toronto, Montreal, New York and Los Angeles.
In 1992, Joseph incorporated Colourfast Corp. A far cry from the fast-paced fashion world, and following a sudden and unforeseen collapse in his first venture, he was committed to proving himself all over again, dusting himself off and starting all over from ground zero. Today, many years after those very humble beginnings, Colourfast continues to thrive and leads in its field. With a client list which competitors could only wish for, Colourfast is the source for finishes on record for entities and companies such as Coach, Nordstrom, UGG, Ferrari, Porsche, and is proud to stand behind its products which are destined for locations on every corner of the planet. As the next phase of growth continue, Joseph will play a secondary role with the company, leaving its future direction in the capable hands of his eldest son Marino.
Joseph now manages all of his philanthropic initiatives through the brand The Level 1 Collective. It is the mission of Level 1 Collective to support and advance meaning, purpose and hope in the lives of children around the world. Through a series of fundraising events focused on arts and music, Level 1 will generate resources used to foster life and health solutions as well as educational assistance to children in countries around the world.