Brandbook A fish named Fred by A fish named Fred

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.

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 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?

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.

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.

INTERNATIONAL FRED

Fred goes international!

Check out the worldwide showrooms below.

WORLDWIDE SHOWROOMS

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. 4 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

The Netherlands

Amsterdam Singel 350

Maastricht Markt 56

Haarlem

Grote Houtstraat 30

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

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 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 beers from Dutch Bargain. 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

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.

Hans Dulfer is a famous Dutch saxophonist.

And he is Fred’s oldest fan!

- Born in 1940 -

MEETING THE TEAM

Meet the team behind A fish named Fred. These amazing people keep Fred swimming!

/ BRAND MANAGER

CEO

Rob Schalker CFO

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!