Brandbook 2025 | Highlights 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.

Sahara Sunset

Spring/Summer 2025

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.

A fish named Fred is on a mission to make the world a happier and more colourful place!

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!

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

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

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.

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.

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.

AUTUMN/WINTER 2026

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.

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

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

BERMUDA

The English Sport Shop Hamilton

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

Maruaya Victims Madrid

GERMANY

Braun, Moers

Garderobe, Berlin

Balz Bochum

Wilsmann Anziehbar, Rietberg

Henschel Darmstadt

Dodenhof Posthausen

BELGIUM

Deleye Brugge

SKM Aartselaar

SKM Antwerpen

Alibia Adrigem

Inno Brussels Oostende

Molecule Vichte

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

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

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.

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!