BRANDBOOK
WELCOME TO THE WORLD OF A FISH NAMED FRED!
This brandbook invites you to learn everything there is to know about A fish named Fred.
Where did Fred come from and where does he want to go?
Fred invites you to dive into his world and he hopes you will join him on this journey.
Sahara Sunset
Spring/Summer 2025
WHO IS A FISH NAMED FRED?
WHY A FISH NAMED FRED?
A fish named Fred is on a mission to make the world a happier and more colourful place!
A fish named Fred has a strong following, particularly among men who want to make a statement with their fashion choices. We have become a go-to destination for those who value individuality and self-expression, and who want to stand out from the crowd.
Whether you’re looking for a new shirt, a pair of trousers, or a unique accessory, A fish named Fred has something for every style-conscious man.
WHO IS A FISH NAMED FRED?
“Be proud, stand out!”
Founded in 2011 by Rob Schalker and Martin van den Nouwland, A fish named Fred is a brand that brings joy and vibrancy to the world. We specialize in unique men’s clothing and accessories featuring bold designs, bright colors, and unconventional textures.
Our products are perfect for individuals who seek self-expression and want to stand out from the crowd. Whether you need a new shirt, trousers, or a distinctive accessory, A fish named Fred caters to every style-conscious man.
Add fun and personality to your wardrobe with our refreshing take on men’s fashion.
SUMMARY - THE BRAND
Meaning and vision for a timeless brand
This Ikigai is an ancient Japanese concept that refers to the source of value in one’s life, or the things that make one’s life worthwhile.
In a figurative sense, this model can be used to represent the values as well as the essence of the brand.
BACK IN THE DAYS, WHEN FRED WAS YOUNGER
BACK IN THE DAYS, WHEN FRED WAS YOUNGER
FRED’S SPECIALS: WINE
Discover Fred’s Specials: Wine.
In collaboration with Summum Wines. Since 2020, Summum Wine has stood for quality and sustainability. Without chemicals, additives or tricks.
Pure class!
FRED’S SPECIALS: BEER
Discover Fred’s Specials: Beer. In collaboration with Lighttown Brewers. They brew a lot of great beers every year, beers full of character they love to surprise you with. In recent years, 24 of their beers have been awarded a medal!
FRED’S SPECIALS: ICED LATTE
Discover Fred’s Specials: Iced Coffees. In collaboration with Drip Coffee, we created 3 different flavours. Ice Coffee - Capuccino - Vanilla Latte - Mocha Latte. Drip Coffee is specialized in using the cold drip extraction method to get the best from ingredients used in production!
FRED’S SPECIALS: ICED LATTE
COMING SOON!
X
A FISH NAMED FRED COMING SOON!
HAPPY BED X A FISH NAMED FRED
HappyBed and A fish named Fred have joined forces for a unique collaboration: duvet covers featuring A fish named Fred’s bold and quirky prints.
While HappyBed is known for its premium sleep comfort, Fred adds a splash of creativity and fun. The result?
Bedding that not only feels amazing to sleep in but also makes your bedroom pop with eye-catching patterns and a playful twist – all in true Fred style.
Sleep well… and sleep colourful!
THE PRODUCT
THE PRODUCT
A fish named Fred is renowned for it’s unique design aesthetic and top-notch quality. We only use the finest and best quality cotton and linen, ensuring comfort and durability. Our customers return season after season for our long-lasting products.
Each collection at A fish named Fred is inspired by a theme, ranging from wild to practical, abstract to concrete. Fred and his team draw inspiration from nature, culture, art, history and technology.
They meticulously create garments that capture the essence of the central concept, carefully selecting fabrics, colors, patterns and textures.
To ensure premium quality, Fred’s design team travels worldwide to handpick fabrics and threads. Our shirts are made of 97% Better Cotton, while blazers vary in fabric depending on the style.
BLAZERS
JACKETS
WAISTCOATS
LONG COATS
SHIRTS
FORMAL SHOES
SWIMSHORTS
POLO’S
JEANS
CHINO’S
SNEAKERS
T-SHIRTS
SHORTS
VISUAL IDENTITY
Fred pays attention to details. As you can see below, our clothing is filled with intricate details that make the brand easily recognizable.
For example; the iconic Fred Hook on the blazers!
‘‘I’m a good catch’’ Stitched on the backside of the collar
Outspoken print in lining
Fred Hook Shows you are a real Fred!
Colourful chest pocket
Pockets for your phone, keys or love letters ... Buttons with nice details
FALL COLOURS
Mix & match your jacket with a funky shirt!
Get inspired Styled by Fred
Mix & match with the herringbone waistcoat Get inspired
CREATING THE COLLECTION
In the creative process of developing a new collection, we go through many different steps to build a thoughtful and coherent theme. First, we brainstorm to come up with an inspiring theme that will serve as a common thread for the collection. This theme forms the foundation on which we can build our ideas and designs. Once the theme is established, we start designing unique prints that match the chosen concept. These prints are integrated into our garments and accessories.
During this process, we also consider the choice of fabrics, selecting materials
that not only fit the theme aesthetically, but also ensure comfort and quality. An important part of creating a visually appealing brand experience is the photoshoot. This is where all the elements come together. The process is a careful and creative journey, with every detail contributing to a unique and vibrant collection.
In addition to the clothing collection, A fish named Fred looks for original collaborations every season. This creates unique and surprising items and accessories that are in line with the theme to make the collection complete.
FROM SKETCH TO COLOURFUL PRINT
This is an example of how a print comes alive. With the input of a Japanse manga artist. From a raw sketch to a colourful visual to the design of a shirt.
Fred says cheers! Do you like limoncello?
PLENTY OF FISH, ONE UNIQUE FRED!
Insane patterns lie at the heart of every
A fish named Fred product. There is no end to the creative madness. This lunacy has helped us develop a captivating uniqueness. Although designs may seem random, each collection is built around a well-structured and clearly defined story. Something that our fanbase really loves.
When life gives you lemons... make limoncello!
FRED CLASSICS
Delfts Blue Print
Tattoo Print FRED CLASSICS
A FISH NAMED FRED ON SCREEN
We have spotted A fish named Fred in multiple movies and TV shows. We have made a selection of these amazing international shows as Riverdale, The Good Doctor and Suits.
THE PROCESS OF CREATING A COLLECTION, FROM MAKING PRINTS, SELECTING FABRICS TO THE FINAL RESULT AT THE PHOTOSHOOT!
COLLECTIONS BASED ON A THEME
Every collection is based on a theme. This theme forms the foundation of the collection. Once the theme is established, we start designing unique prints that match the chosen concept. These prints are integrated into our garments and accessories. During this process, we also consider the choice of fabrics, selecting materials that not only fit the theme aesthetically, but also ensure comfort and quality.
In the following pages you will find previous themes and what is next to come!
La Dolce
The Fred goes Brazil collection is inspired by the vibrant Brazilian Flag and the iconic sights of Rio de Janeiro, like the Escadaria Selaron, a stunning set of stairs, and the Favela, a neighborhood bursting with color and life. We drew upon these elements, as well as the lush Amazonian wildlife, succulent tropical fruits, and strikingly beautiful feathers, to craft a unique set of prints in deep blues, yellows and greys.
With Fred on Stage, the new Fall / Winter ‘23 collection brings in a sense of cinema, Hollywood and a touch of Rock ‘n Roll. Dare to share the stage with Fred and let your inner movie star shine! Fred finally got his first Hollywood star (haha, in his dreams). Hollywood was the main inspiration for Fred on Stage. The collection features bold colors like bordeaux, navy and yellow, and classic stage elements like movie tickets, record sleeves and musical notes. Movie countdowns and theater masks have also been an inspiration for this collection. Whether you’re looking for something classic or more daring, Fred on Stage has it all.
This collection theme is inspired by the vibes of the West Coast. This season we made this theme come to life within the lining of our blazers, printed shirts and all the other items. All inspired by the beautifull beaches, endless waves and athosphere of California. Our designs made in-house are infused with the energy of the ocean. From bold prints that reflect the power of the waves to the sunsets.
Each garment tells a story of the sea. Our shirts are made from high quality cotton and feel soft and comfortable to your skin. In the heat and in the cold. In addition to clothing we are offering loads of accesoires that complete your style. Whether you’re looking for clothing for your holiday, work, relax on the beach or simply to bring home the westcoast style.
This collection takes you on a journey into untamed nature, where wilderness is transformed into bold, contemporary fashion.
“Fred Into the Wild” showcases the powerful connection between man and nature, reflecting the freedom, discovery and adventurous spirit inherent in nature’s wild heart.
A fish named Fred’s Autumn / Winter 2024 collection offers a mix of men’s garments and accessories, all inspired by the diversity of the natural world. From vast forests and impressive mountains to wild animals, the collection includes striking prints and patterns that capture the essence of wilderness.
Dive into the world of spices, beautiful architecture and enchanting desert landscapes. The Sahara Sunset collection invites you to explore and be inspired by the beauty and mystery of the Middle East. From intricate patterns reminiscent of traditional mosaics to flowing fabrics that capture the essence of desert winds, each garment tells a story of adventure and discovery.
The garments in the Sahara Sunset collection are designed not only to make a statement, but also to provide comfort and functionality. Whether you’re getting ready for a special occasion or looking for everyday elegance, this collection offers pieces to meet all your fashion needs. With a mix of fits and timeless silhouettes, Fred ensures that each item can be a valuable addition to any wardrobe.
AW25
Discover the magic of Scotland with the new winter collection: Exploring the Highlands. Inspired by the rugged landscapes, music and the rich warmth of fine whiskey. This collection features colourful prints, luxurious wool blends, and playful details like chess pieces and iconic Scottish symbols.
The warm tones of deep greens, rich burgundies, and whiskey golds echo the charm and character of a Highland escape.
This collection combines comfort and style for the colder days ahead. Make a statement and add a touch of adventure to your wardrobe.
ABSTRACT CITY
Available in the colours: Multicolour All Colour, Multicolour Green and Bright Pink
SKETCH
Available in the colours: Blue Yellow, Multicolour Blue and Multicolour Green
DOODLE
Available in the colours: Off-White, Cobalt and Multicolour All Colour
klimt flower
Available in the colours: Burnt Coral, Light Blue and Light Green
RESPONSIBLE FRED
SUSTAINABILITY
At A fish named Fred, we prioritize safe and ethical production practices. We ensure good working conditions and prioritize health and safety.
We are committed to sustainability, with an increasing number of our garments produced in an environmentally friendly manner. Our products carry the GOTS certification, meeting global organic textile standards. We take pride in our production facilities that prioritize employee well-being and maintain high standards.
For example, our down jackets and their linings are made from 100% recycled Nylon, while our traveling tailor blazers are created with recycled polyester sourced from Repreve. Repreve is a trusted brand known for performance fibers made from recycled materials like used plastic bottles and ocean waste.
RESPONSIBLE FRED
Sustainability is very important to us. We actively participate in initiatives to reduce our ecological footprint and strive for environmentally friendly production methods. In doing so, we innovate in every aspect of our design, choice of materials and production process. At A fish named Fred, we contribute to a greener future wherever possible.
INTERNATIONAL FRED
WORLDWIDE SHOWROOMS
Fred goes international! Check out the worldwide showrooms below.
The Netherlands
Amsterdam
Belgium
Brussels
Germany
Munich
Düsseldorf
Hamburg
Berlin
Eschborn
Sindelfingen
France
Paris
Nice
Biarritz
Rennes
Spain
Barcelona
Valencia
Bilbao
Tenerife
Switzerland
Zurich
Austria
Italy Milan
Ireland Dublin
Canada Toronto Montreal
Vancouver
South Africa
Cape Town
Franschhoek
Johannesburg
Durban
USA
Dallas
New York
Los Angeles
Australia
Sydney
New Zealand
Wellington
Puerto Rico
San Juan
FRED GOES TO TOKYO
Fred went to the Japan Fashion World Fair with a trade mission supported by the European Union to scout potential distributors.
Next to Fred, Xpooos, Sinner, Secrid and Tresanti joined the mission.
FRED’S BRAND STORES
At the moment there are 8 A fish named Fred brand stores. 5 in the Netherlands, one in the United Kingdom and 2 in Bulgaria.
Located in big city’s as; Amsterdam, Haarlem, Maastricht, Westfield Mall of the Netherlands in Leidschendam, London in United Kingdom and Sofia in Bulgaria.
Every store has it’s unique and colourful Fred vibe, look and feel. The orange fish heads will get your attention in a split second!
Brand store Westfield Mall of the Netherlands in Leidschendam
Brand store Maastricht
The Netherlands
Amsterdam Singel 350
Maastricht
Markt 56
Roermond
Varkensmarkt 1A
Westfield Mall of the Netherlands
Kornoelje 23 Leidschendam
Groningen Zwanestraat 6 Bulgaria
Neli Mladenova: Paradise Center
Bul.Cherni Vrah 100 1407 - Sofia Bulgaria
Neli Mladenova: Park Center
Bul.Arsenalski 2 1421 - Sofia Bulgaria
Brand store Leidschendam
FRED’S BRAND STORE IN LONDON
A brand new store from A fish named Fred opened in December 2024 and is located in London’s Brent Cross Shopping Centre. Classic high street department stores, M&S, John Lewis and Fenwick all have branches here, offering clothing, homeware and beauty to suit all tastes. You’ll also find footwear including brands such as Skechers and Timberland, desirable Apple technology, books from Waterstones and much more. A fish named Fred is proud to be located here!
United Kingdom
London
Unit Y13 Brent cross London NW4 3FP
Brand store in London
A FISH NAMED FRED NOMINATIONS
The A fish named Fred brand store in Westfield Mall of the Netherlands was nominated for the Dutch Retail Experience Awards in 2021.
In 2024 the A fish named Fred brand store in Westfield Mall of the Netherlands was nominated for the Fashion Store Awards and we won the Award for Category Best Menswear!
FRED’S CORNERS
RETAILERS WORLDWIDE
A selection of retailers wordwide.
CANADA
Hudson’s Bay - National
Espy Experience - Calgary, AB
Colwell’s - Halifax, NS
Benjamin’s Menswear - St. Johns, NFLD
Ernest - multiple stores in Quebec
Reg Wilkinson Menswear - Sudbury, ON
USA
Muse LLC - New Orleans, LA
Bruce Julian - Charlotte, NC
Outlander - Healdsburg, CA
Mario Fine Menswear - St.Helena, CA
Bolero Menswear Cincinatti, OH
AUSTRALIA
Victor Mellick, Cairns, QLD
Cross Classics, Noosa, QLD
John Forsyth For Men, Gold Coast, QLD
Ken Cook Canberra, Canberra, ACT
Jay Dillon, Melbourne, VIC
Routleys, Hobart & Launceston, TAS
NEW ZEALAND
Fifth Avenue, Auckland
Man To Man, Wellington
Alexanders on Tennyson, Napier
Sergio’s, Quenstown & Christchurch
IRELAND
Rio & Brazil Belfast
Hanley & Co Galway
Ej's Sligo
Evolve Letterkenny
Brian James Kilarney
Galvin for Men Tullamore
FRANCE
Cachemire Pont L’Abbe
Reperes Le Mans
Landry L’Alchimiste Challans
Tradition Saint Malo
MT 77 Montalbano Vannes
Homme 5 Nice
Graphiti Montelimar
Tarantola Annemasse
Garcin Vienne
Incognito Pontarlier
UK
A De Gruchy - St Helier in Jersey, Channel Islands
Frencheye - London Oxford Street
Riva Menswear - Warrington in Cheshire
Hawkes Essentials - Cardiff in Wales
Andrew Gardner - Wendover in Berkshire
County Clothes - Royal Tunbridge
Wells in Kent
Coes - Ipswich in Norfolk
SPAIN
Sastrería Aldabaldetreku San Sebastián
Cardenal Bilbao
Maraña Madrid
José Palomar Valencia
Género Moda S.L Altea
Jesus Loves You Ibiza
Viste Trendy f Guardamar del Segura
Old Garage Store Alicante
GERMANY
Heikorn, Singen
Braun, Moers
Garderobe, Berlin
Spiegel Lindau
Balz Bochum
Wilsmann Anziehbar, Rietberg
BELGIUM
Deleye Brugge
Skm Aartselaar
Alibi adegem
Inno Brussels
The fashion store Various cities
THE NETHERLANDS
Van Tilburg Nistelrode
Bomont Various Cities
Piet Zoomers Wilp / Den Bosch
Van Westen Zaamslag
Van Uffelen Various Cities (50 stores)
SWITZERLAND
Männerwerk St.Gallen
Roro Herrenmode Interlaken
Waikiki Luzern
M&K Premium Fashion Zug
Kleiderzimmer Lyssach
LIFESTYLE
FRED’S CARPETS
Fred’s carpets! Match your Fred shirt now with your interior. The carpets are available in four variants. The dimensions of the carpets are 150 cm in diameter.
The first 4 carpets in the series come as 3 Fred Classic prints and 1 logo print. The Delft Blue Pattern is an iconic print that can also be found on the A fish named Fred cava, beer, the Sinner ski helmet and, of course, as a shirt. This print was the theme of the exhibition stand at the Fashion World Tokyo Fair in Japan.
The second and third prints are both variations on the Mermaid print and created by Tattoo Artist Ms Mavis who has provided many body parts with her ornate art.
The carpets are made of high-quality materials with a non-slip profile for added safety. An eye-catching piece to brighten up the shop and complete the branding of A fish named Fred.
FRED’S
COLLABS
Fred’s collabs! From Sinner ski helmets to fish from Fish Tales. A fish named Fred is more than just clothes, it’s a lifestyle!
A fish named Fred sneakers. Leave a Fred footprint behind!
A fish named Fred x FishTales
FRED’S COLLABS
Fred’s collabs! Beers from Dutch Bargain and Fiorito limoncello. A fish named Fred is more than just clothes, it’s a lifestyle!
We are thrilled to announce our latest collaboration with Dutch Design Brand! For our AW25 collection, we’ve crafted something truly unique: stylish stools featuring Fred’s iconic whiskey print. Perfect as a presentation tool in retail stores and shop windows, or as a statement piece in your interior, these stools are designed to impress.
EDDING X A FISH NAMED FRED COLLABORATION
Fred and edding, in partnership, are going to do a promotion where consumers can design a shirt for our summer 2026 Fred’s Art Gallery collection themed “Art” from March until May 2025. Famous Dutch men and women are going to colour a doodle of Karlijn van de Wier on a shirt that we will be promoting. Fred fans can get creative and submit their own doodle. The winner can find their doodle as a print in the collection. We will pacakage this shirt with a set of textile markers from edding, this will be included with the winning “Art” shirt.
Fred is going to donate an amount by every sold FRedding shirt to the Make-A-Wish Foundation.
A selection of famous Dutch men and women who participate!
Martien Meiland
Candy Dulfer
Ruben van der Meer
Sander Janson
Charly Luske
Rob Geus
Johnny Kraaijkamp Jr
Sander de Kramer Antine & Amber
Tim Coronel
Cor Bakker
Steven Rooks
Dwight van van de Vijver
Herman den Blijker
Bas Hoeflaak
Pim Muda
Cesar Zuiderwijk
Who’s next?
Sonny
Robin Topper
Hessel
Jaap van Deurzen
edding x A fish named Fred | In action for Make-A-Wish
This FRedding shirt is the result of a creative collaboration between edding and A fish named Fred. Through an inspiring design contest, lucky winners got the chance to create a truly original print.
After dozens of creative submissions, we worked with edding to select the best designs. These unique prints will be made into a shirt for A fish named Fred’s new summer collection in 2026. We have combined the fabulous winners into 1 ultimate A fish named Fred print.
Customers can customize the design themselves while using the edding textile markers!
A FISH NAMED FRED X HERMAN BROOD
Herman Brood November 1946 - 11 July 2001 was a Dutch musician, painter, actor and poet. As a musician, he achieved artistic and commercial success in the 1970s and 1980s, and was called “the biggest and only Dutch rock ‘n’ roll star”. Later in life, he began a successful career as a painter. This artwork has now been translated for the second time into a shoe collection for both a dressy look and a sporty look.
Unique, one of a kind and limited edition! A crazy collaboration with the craziest prints. An original design with awesome Herman Brood prints that really stand out.
Four completely different designs have been translated into four classic low-top men’s shoes and four insane trainers and a set of four matching belts. All feature an awesome Herman Brood print in bold colours such as red, blue, yellow and multicolour.
FRED CLASSICS
Over the past ten years, A fish named Fred has developed a lot of cool prints. Colorful and often humorous, but always original with a funky twist. For the Fred Fans, we dove deep into the archives to get the best prints return to the surface.
You can buy these flashbacks (or should we say throwbacks) online and in the A fish named Fred brandstores.
A real LimiFred Edition!
You can choose from lots of stunning prints from our back catalogue.
FRED TALK
Welcome to Fred Talk, the podcast that digs deeper than the surface and where we discover the stories that touch, inspire and challenge us.
In this podcast, we go beyond superficial conversations. We ask the big questions, explore the complexities of life and challenge the status quo. Fred Talk is no ordinary podcast; it is a journey to insight, understanding and growth.
Each episode brings new perspectives and insights, with guests who are experts in their fields or simply people with a unique story to tell. From famous drummers to artists, entrepreneurs to comedians, we explore the broad spectrum of human experience.
What sets Fred Talk apart is that it revolves around honest conversations with Dutch celebrities. This podcast offers an intimate look into the lives of people you may know from TV, film, music or other fields, but here they reveal their true selves, without the facades of fame and reputation.
Hans Dulfer is a famous Dutch saxophonist.
And he is Fred’s oldest fan!
- Born in 1940 -
everon
jackson hooi
peter heerschop
RUBEN VAN DER MEER
JAN DULLES
PIM MUDA
GERARD JOLING
MANUEL VAN DEN BOSCH
WILLIAM HUIZINGA
JOHNNY KRAAIJKAMP JR.
HENRY VAN LOON
RONN MOSS
RAFAEL VAN DER VAART
BAS HOEFLAAK
FRED’S FRIENDS OF THE BRAND
Meet Fred’s friends of the brand! A selection of national and international celebrity’s. You can spot them on TV, movies and TV shows.
A variation of men with different ages but they all stand out and are the life of the party!
ROB GEUS
MARTIEN MEILAND
SANDER DE KRAMER
EDDY ZOËY
ANDRÉ DONGELMANS
COSTAS MANDYLOR
CESAR ZUIDERWIJK
PETER HEERSCHOP
FREDPARK
Fred is not only a fashion brand. We also created our own festival; FredPark. In 2022 we organised the first edition and we discovered this was a big success. A night filled with live music, amazing food, delicious cocktails and a fundraising auction for the Make a Wish foundation. In 2023 it was time for the second edition of FredPark.
And many more will follow!
FRED’S THREADS
Alongside A fish named Fred, we have launched a label more suited to the business market. Still featuring unusual lining fabrics, but a little more laid-back than the cheerful A fish named Fred collection.
The sub-label Fred’s Threads consists of wrinkle-free three-piece suits and shirts that convey the essence of professional, business style. This collection is designed with ease and comfort in mind, with wrinkle-free garments that adapt effortlessly to a busy lifestyle. Each three-piece suit exudes sophistication but also promises an unparalleled level of comfort. Fabrics have been carefully selected to provide a lightweight and breathable experience, allowing the wearer to move freely throughout the day without compromising on style.
MEETING THE TEAM
Meet the team behind A fish named Fred. These amazing people keep Fred swimming!
Schalker
ACCOUNT MANAGER Floor
Priscilla CUSTOMER CARE HERO
KEY-ACCOUNT MANAGER
Inge WAREHOUSE
Stan WAREHOUSE
Petra CUSTOMER CARE HERO
Puck JUNIOR PRODUCTION
Immo
Martin van den Nouwland CEO
Rob
Anouk
CREATIVE & MARKETING
Roby
ART DIRECTOR
MARKETING & E-COMMERCE
Julia
DESIGN & PRODUCTION
E-COMMERCE & MARKETING
DESIGN & PRODUCTION
Lisa
Boris
Nadine
A FISH NAMED FRED HEAD OFFICE
A couple of years ago Transit moved to a new head office, close to the water (especially for Freddy fish, so he could swim around).
We moved and decorated the new office with the team members. You can find the passion for music in the interior and we even have our own photo studio! Where we can shoot and film clips of the new collections. Check out the result below!
FIND FRED ON SOCIAL MEDIA
Follow Fred’s adventures on social media!
Be the first to know about the new collection, exclusive content from A fish named Fred HQ, fun facts, collabs and so much more.
Teambuilding in Zeeland to rake a life-size A fish named Fred logo on the beach!
