Canadian designer Joe Mimran launches new brand with Kroger

Joe Mimran, the Canadian designer best known for fashion brands Club Monaco, Pink Tartan and Joe Fresh, is launching one more brand in partnership with American retailer The Kroger Co, which operates more than 2,700 grocery stores in the US.

Set to launch this fall in more than 300 Fred Meyer and Kroger Marketplace stores, Dip will replace more than a dozen of Kroger’s private-label clothing brands, with items for women, men and kids.

The brand’s name, “Dip”, is inspired by food and practicality. "We've worked closely with Joe and his team to develop a line of clothing that works for today's times – easy to buy, easy to wear, and easy to love. Effortless style, every day of the week“, said Robert Clark, Kroger’s Senior Vice President of Merchandising, in a statement. “We know customers want to quickly pop in and out of the apparel department, not spend hours browsing. Great style you can just grab, go, and enjoy, at a great price: that's the promise. It is an invitation to 'Dip into simple. Dip into style”.

"We believe good design can be affordable. It should fit into your life, not the other way around", added Mimran.