Brandbook 2026

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

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.

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.

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

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.”

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.

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.

The

Düsseldorf

Hamburg

Berlin

Eschborn

Sindelfingen

France

Biarritz

Rennes

Czech Prague

WORLDWIDE SHOWROOMS

Check out the worldwide showrooms below.

Los

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 cities 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!

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

Maastricht Stokstraat 38

Haarlem Anegang 21

Groningen

Zwanestraat 6

A fish named Fred Dutch brand stores

Roermond Varkensmarkt 1A

A fish named Fred international brand stores

Leidschendam

Bulgaria Sofia and many more to come...

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

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

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

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

THE LOST TAPES BY A FISH NAMED FRED

The Reverse Heritage Transmedia Experience

Today audiences are searching for history with meaning.Stories with depth, emotion, and a world they can fully immerse themselves in.

The Lost Tapes is a radical transmedia project that does exactly that. It is not a campaign, influencer activation, or hype-driven release. We have built a complete fictional rock history spanning 1982–1986, told as if it has always existed. The story unfolds live, exactly 40 years delayed: today it is 2026, but within the narrative it is 1986—day by day.

The project follows a band’s rise, internal conflict, and eventual breakup. Music sounds like it was lifted from dusty master tapes, while visuals are shot on 35mm film, embracing grain, light leaks, and imperfections. In contrast to polished, predictable AI content, this project deliberately chooses rawness and authenticity.

Computer generated content is used as a creative tool, not a cost-saving shortcut, enhancing emotional realism. Audience interaction takes place through “the voice of Jax” the singer of the band who is continuously blurring fiction and reality.

Weekly outputs include:

• One new audio track

• Audience polls that influence narrative direction

• Real historical events are woven directly into the storyline, embedding the band into world history.

Currently talks are initiated with major partners to expand the concept into TV, gaming, publishing, and future story-driven brand integrations.

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

What happens when creativity meets purpose? You get FRedding, a special collaboration where fashion, art and giving back come together. After dozens of creative submissions, we worked with edding to select the best designs. Thank you to everyone who participated and let their imaginations run wild. We have combined the fabulous winners into 1 ultimate A fish named Fred print! For every submission and selected design, we contribute to Make-A-Wish, helping to grant life-changing wishes for children with critical illnesses.

Why FRedding? Because creativity can do more than look good. It can make an impact. Create your print. Wear your art. Help make a wish come true!

A selection of famous Dutch men and women who participate!

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

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!

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! ACCOUNT MANAGER

Anouk

CREATIVE & MARKETING

Nadine

DESIGN & PRODUCTION

Roby

ART DIRECTOR

Lisa

E-COMMERCE

Puck JUNIOR PRODUCTION

Julia

DESIGN & PRODUCTION

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.