The Kroger Co. has announced its new apparel brand Dip, developed by fashion designer Joe Mimran, who is notable for having launched Club Monaco, Joe Fresh and Pink Tartan.

Dip will launch this fall with men's, women's, juniors, kids and baby collections. Kroger says the line has been designed “to help busy, on-the-go people live with style and get the most out of their fashion dollar.”

Dip will replace more than a dozen of the company's private label clothing brands. The line will launch across the US in more than 300 Fred Meyer and Kroger Marketplace stores.

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