The Kroger Co. has announced a new apparel brand collaboration called  Dip, developed by globally-renowned fashion designer Joe Mimran.

Notable for launching Club Monaco, Joe Fresh and Pink Tartan, Mimran brings talent and expertise from his 30-year fashion career to create an exclusive clothing line for Kroger that makes effortless style easy and affordable to achieve.

“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. “Dip will transform our apparel business, further redefining the customer experience through Restock Kroger.”

Dip—which will launch with Men’s, Women’s, Juniors, Kids, and Baby collections—is designed to help busy, on-the-go people live with style and get the most out of their fashion dollar. The flexible collections and seasonal highlights make creating outfits, or outfitting an entire family, quick and simple.

“We know customers want to quickly pop in and out of the apparel department, not spend hours browsing,” added Mr. Clark. “Great style you can just grab, go, and enjoy, at a great price; that’s the promise. This is an invitation to ‘Dip into simple. Dip into style.‘”

With an overhauled and streamlined approach to apparel, Dip will replace more than a dozen of the company’s private-label clothing brands. Dip will launch this fall across America in more than 300 Fred Meyer and Kroger Marketplace stores. www.kroger.com