Joe Fresh founder partners with Kroger

Fashion designer Joe Mimran is partnering with The Kroger Co. on an exclusive clothing line that sounds similar to Joe Fresh, the popular apparel brand he created for Loblaw Companies Limited.

The line, called Dip, will launch this fall with men's, women's, juniors, kids, and baby collections and, according to a press release, "is designed to help busy, on-the-go people live with style and get the most out of their fashion dollar." It will replace more than a dozen of Kroger's private-label clothing brands and will be sold at more than 300 Fred Meyer and Kroger Marketplace stores.

"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," said Robert Clark, Kroger's senior vice-president of merchandising.

Mimran has worked in the fashion industry for 30 years and, in addition to Joe Fresh, helped launch Club Monaco and Pink Tartan. Though Mimran stepped down from running Joe Fresh in 2015, he continued to serve as a brand ambassador.