Brandbook A fish named Fred by A fish named Fred

BRANDBOOK

CREATIVE COLOURFUL QUIRKY HUMOROUS

NOT TOO SERIOUS

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.

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

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

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 SS22

SS23

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.

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 Salzburg

Italy

Milan

Czech

Prague

London

Finland

Helsinki

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 7 A fish named Fred brand stores. 5 in the Netherlands and 2 in Bulgaria.

Located in big city’s as; Amsterdam, Haarlem, Maastricht, Westfield Mall of the Netherlands in Leidschendam 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

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!

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

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

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!

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

CB MILTON

JOHNNY KRAAIJKAMP JR.

HENRY VAN LOON

RONN MOSS

RAFAEL VAN DER VAART

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!

Rob Schalker

ACCOUNT MANAGER Floor

Priscilla CUSTOMER CARE HERO

Immo

KEY-ACCOUNT MANAGER

Inge WAREHOUSE

Stan WAREHOUSE

Petra CUSTOMER CARE HERO

Sophie JUNIOR PRODUCTION

Martin van den Nouwland

Anouk

CREATIVE & MARKETING

Roby

ART DIRECTOR

Lisa

CREATIVE & MARKETING

Julia

DESIGN & PRODUCTION

Boris

E-COMMERCE & MARKETING

DESIGN & PRODUCTION

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!