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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.

CONTENT

Who is A fish named Fred?

The product

Responsible Fred

International Fred

Fred’s Lifestyle

Meeting the team

Social media content

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!

A FISH NAMED FRED 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

WAISTCOATS

SHIRTS

JACKETS

LONG COATS

POLO’S

FORMAL SHOES

CHINO’S

JEANS SNEAKERS

T-SHIRTS

SHORTS

SWIMSHORTS

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

Fred Hook Shows you are a real Fred!

Outspoken print in lining

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

FRED CLASSICS Tattoo Print

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.

AW26 Dive into the vibrant energy of Tokyo with A fish named Fred’s new winter collection: Tokyo Trip. Inspired by the city that never sleeps, this collection blends neon lights, ancient temples, and futuristic architecture into a bold fashion story.

lanterns, temples, Japanese waves, golden koi carpers. Tokyo Trip captures the contrasts and creativity of Japan’s capital. Rich winter fabrics meet daring prints and refined details, creating a wardrobe that’s just as dynamic and versatile as Tokyo itself. With Tokyo Trip, A fish named Fred says: “Be proud, stand out, and join us on a journey to the world’s creative capital.”

From prints influenced by colorful street art and iconic Japanese patterns to playful details referencing manga, cranes,

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A fish named Fred x Tokyo Design Studio Tokyo Trip Limited Edition

AUTUMN/WINTER 2026

A fish named Fred x Tokyo Design Studio Tokyo Trip Limited Edition Inspired by Japan

A fish named Fred and Tokyo Design Studio join forces for a unique collaboration inspired by the Tokyo Trip theme. Together we created a limited collection of sushi chopsticks, refined dipping bowls, and elegant serving pieces, crafted with premium materials and packaged in luxury gift boxes featuring iconic Tokyo inspired prints. This partnership blends fashion, culture, and craftsmanship, bringing the vibrant spirit of Tokyo into a stylish, collectible set that elevates every dining moment. Sushi, style and a touch of Fred.

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SS27 Vibrant prints. Laid-back attitude. Pure Caribbean spirit. Our Colours of the Caribbean collection brings together everything we love about island life: colorful landscapes, tropical details, vintage vibes and a touch of playful charm.

Designed for those who dare to stand out and live life in full color. Tropical Inspiration From lush nature to island landmarks and local life. Playful Details Cocktails, cars, instruments and more. Fun in every print.

From hand-painted scenes and tropical florals to classic stripes, retro cars, cocktails and nautical touches, every print tells a story inspired by sun-soaked days, warm nights and the freedom of the coast.

Bold & Expressive A strong mix of colors, patterns and personality. Made for Summer Light, vibrant and designed for every sunny adventure.

A rich palette of coral, turquoise, navy, sand and sunset tones creates an energetic and optimistic look that instantly transports you to the Caribbean.

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

Check out the worldwide showrooms below.

The Netherlands Amsterdam Belgium Brussels Germany Munich Düsseldorf Hamburg Berlin Eschborn Sindelfingen France Paris Nice Biarritz Rennes Czech Prague

Spain Barcelona Valencia Bilbao Tenerife Switzerland Zurich Austria Salzburg UK London Ireland Dublin Puerto Rico San Juan

Canada Toronto Montreal Vancouver South Africa Cape Town Franschhoek Johannesburg Durban USA Dallas New York Los Angeles Australia Sydney New Zealand Wellington

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 11 A fish named Fred brand stores. 7 in the Netherlands, one in Germany, in Sweden and 2 in Bulgaria. Located in big cities as; Amsterdam, Haarlem, Maastricht, Westfield Mall of the Netherlands in Leidschendam, Groningen, Amersfoort, Enschede, Potsdam in Germany, Trelleborg in Sweden 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!

INTERNATIONAL EXPANDING A fish named Fred is rapidly expanding its international footprint with a growing network of mono-brand stores and dedicated corners within leading multibrand retailers. Our presence is strengthening across key markets, driven by strong demand for our distinctive designs and storytelling approach. By partnering with top-tier retail destinations and opening more branded spaces, we continue to bring the full Fred experience closer to customers worldwide.

Amsterdam Singel 350

Haarlem

Groningen

Anegang 21

Zwanestraat 6

A fish named Fred

Dutch brand stores

Maastricht Stokstraat 38

Enschede

Westfield Mall

Haverstraatpassage 27

Leidschendam

Amersfoort Kamp 24

International brand stores

Germany Potsdam

Bulgaria Sofia

and many more to come... 58

Sweden

Trelleborg

Open your own Fred brand store! Why franchise with A fish named Fred? Strong brand with proven success: Active in more than 30 countries, with a rapidly growing fan base. Complete store concept: From interior design to visual merchandising and marketing materials. Everything is created to make your store stand out. Exclusive collections: Unique designs, renewed every season, always recognizable as Fred. Support from the FredQuarter: Training, sales support, visuals, events, online visibility and joint campaigns. Omnichannel power: Integrated with our webshop, social media and local marketing for maximum traffic and customer loyalty. Your role as a franchisee: You’re an entrepreneur with energy, a sense of style, and hospitality. You create a space where customers don’t just buy clothes, they become part of the Fred community. Dare to be different? Join the most colourful family in the fashion world! Contact service@afishnamedfred.com to explore the possibilities for opening your own A fish named Fred brand store.

Scan the QR and discover more

Meet Gerard

A fish named Fred brand store Haarlem

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

IRELAND

Espy Experience - Calgary, AB Colwell’s - Halifax, NS Benjamin’s Menswear - St. Johns, NFLD Ernest - multiple stores in Quebec Reg Wilkinson Menswear - Sudbury, ON

Rio & Brazil Belfast Hanley & Co Galway Ej's Sligo Evolve Letterkenny Brian James Kilarney Galvin for Men Tullamore

USA

FRANCE

Muse LLC - New Orleans, LA Bruce Julian - Charlotte, NC Outlander - Healdsburg, CA Mario Fine Menswear - St.Helena, CA Bolero Menswear Cincinatti, OH

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

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

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

NEW ZEALAND Fifth Avenue, Auckland Man To Man, Wellington Alexanders on Tennyson, Napier Sergio’s, Quenstown & Christchurch BERMUDA The English Sport Shop Hamilton 64

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 The 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 their own original prints. After dozens of creative submissions, we worked together with edding to select the best designs and combined the fabulous winning creations into one ultimate A fish named Fred print. The result is part of the Fred’s Art Gallery collection and available to buy online and in stores. And there’s even more to celebrate: this special collaboration has won the Best Initiative of the Year Award. Customers can make the shirt even more personal by customizing the design themselves using edding textile markers. A colourful collaboration where creativity, fashion and a great cause come together, in action for Make-A-Wish.

A selection of famous Dutch men and women who participate!

Cor Bakker

Cesar Zuiderwijk

Sander Janson

Ruben van der Meer

Candy Dulfer

Antine & Amber

Tim Coronel

Rob Geus

Charly Luske

Bas Hoeflaak

Herman den Blijker

Dwight van van de Vijver

Steven Rooks

Pim Muda

Haringkoningin

William Huizinga

Robin Topper

Jaap van Deurzen

Who’s next?

Sonny

Hessel

Martien Meiland

Johnny Kraaijkamp Jr

Sander de Kramer

Best Initiative of the Year We’re incredibly proud that the edding x A fish named Fred collaboration has been awarded Best Initiative of the Year at the Benelux Office Awards. The award recognizes the creativity and originality behind the FRedding project, bringing fashion, creativity and social impact together in one colourful collaboration. What started as a creative design contest has grown into an award-winning shirt that customers can now wear, customize and make their own. A great recognition for an initiative we’re very proud of! 76

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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.

MANUEL VAN DEN BOSC

JAN DULLES

RAFAEL VAN DER

VAART

WILLIAM HUIZINGA

RUBEN VAN DER MEER

BAS HOEFLAAK

peter heerschop

ron jackson hooi

MP JR.

GERARD JOLING

Y KR NNto nAAIJKA JOHMil CB

luuk ikkink

t RY VAN LOO HEN henk poor

nelDA roMU tim coPIM 104

RONN MO SSing ard jol ger

tom coronel

TOM CORONEL

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!

SANDER DE KRAMER

COSTAS MANDYLOR

EDDY ZOËY

CESAR ZUIDERWIJK

ANDRÉ DONGELMANS

MARTIEN MEILAND

ROB GEUS

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. Make-A-Wish is the world’s largest wish-granting organization, dedicated to creating life-changing wishes for children diagnosed with critical illnesses. Founded in 1980, it aims to provide hope, strength, and joy, helping to improve both the physical and emotional health of children facing severe medical conditions. In 2026 it is time for the fifth edition of FredPark. And many more will follow!

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

Rob

Martin

CEO

CFO

Boris

COO

Alica

Immo

ACCOUNT MANAGER

KEY-ACCOUNT MANAGER Danny

FINANCE MANAGER

Priscilla

Petra

BACK OFFICE

Shari

CUSTOMER CARE 84

offi c e

dh Bo i

Anouk

Roby

ART DIRECTOR

Lisa

CREATIVE & MARKETING

E-COMMERCE

Floor

Inge

WAREHOUSE Stan

CREATIVE & MARKETING

WAREHOUSE

Nadine

Julia

DESIGN & PRODUCTION

DESIGN & PRODUCTION Puck

PRODUCT MANAGER 85

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.

Frankfurtstraat 2 1175 RH Lijnden The Netherlands service@afishnamedfred.com +31 (0)20 6173685