edding x A fish named Fred
edding and A fish named Fred join forces with ‘FRedding’
COLOURFUL DESIGN COMPETITION CREATES CONNECTION
Read the full interview from KBM Magazine below:
Design your own print for the ‘FRedding’ shirt
That was the challenge taken on by hundreds of creative consumers in a joint campaign by edding and A fish named Fred. From the best submissions, a striking shirt was created that is now online and in stores. Part of the proceeds will be donated to Make-A-Wish Netherlands. Age Yska (edding), Anouk Verheij and CEO Rob Schalker of A fish named Fred explain the campaign.
Halfway through the conversation, which takes place in his office in Lijnden, Rob Schalker stands up and returns a moment later with the shirt it’s all about. The trendy shirt is part of the Spring/Summer 2026 collection of A fish named Fred. The menswear brand is known for its bold prints and vibrant colours. The shirt features a combination of five designs created by the winners of the FRedding campaign. It can be coloured in as desired using an included set of edding textile markers. “The shirt is available as a limited edition and costs €99.95, including the edding markers,” says the CEO of the clothing brand.
Make-A-Wish
Together with Age Yska, Marketing Manager at edding Benelux, Schalker talks about the special campaign. “The idea was born within five minutes, right here at the table,” says Yska. “Our brands share values such as colour, creativity and boldness. We wanted to come up with something for a good cause, showcasing the strength of both brands.”
The chosen charity is Make-A-Wish Netherlands, the foundation that fulfils the heartfelt wishes of seriously ill children. Schalker explains:
“Every year we organise our own FredPark event, featuring performances and an auction to raise money for charities, including Make-A-Wish. During the auction, all kinds of special items are sold; recently we had an original Lionel Messi football shirt that raised no less than €4,500.”
On his laptop, the founder and creator of the colourful menswear brand shows several video clips in which Dutch celebrities announce the campaign. These videos were recorded earlier this year in the in-house photo studio at the headquarters – also known as the FredQuarter – and widely shared on social media. Saxophonist Candy Dulfer, chef Herman den Blijker, comedian Ruben van der Meer and many other well-known faces each give their own spin to the FRedding story. They colour an artwork by Karlijn van de Wier, an artist from the edding network, using edding textile markers.
Anouk Verheij, Creative Manager at A fish named Fred and co-creator of the campaign, says: “Colouring it yourself makes every FRedding shirt unique, and every sale helps fulfil a wish.”
Core values
The collaboration between the two brands came about in a special way. Yska laughs as he recalls: “We were both at a networking event when Rob tapped me on the shoulder and said: ‘Hey, what a great shirt you’re wearing.’ I was wearing an A fish named Fred shirt, which I had been wearing for some time because I really like the brand. At first I didn’t understand what he meant, but we quickly got talking. It turned out Rob was the founder of the brand. One thing led to another: we discovered our brands fit together perfectly, and personally there was an immediate connection. That’s how the idea to do something together was born.”
According to the experienced marketing manager, this is one of the most enjoyable campaigns he has worked on so far. “It’s a sympathetic initiative that fits our core values. Through social impact, we create connection and encourage people to be creative.” Schalker adds: “It’s enriching to do. On the one hand because of the good cause – you contribute to society. And what I also like is that it has a positive effect on your brand image.” Verheij concludes: “People respond with nothing but enthusiasm. Like: how cool is this!” As far as both brands are concerned, the collaboration will continue. More news will follow soon.
A fish named Fred
A fish named Fred was founded in 2012 by Rob Schalker. The original name of the brand with the striking logo (Fred, an orange fish) was Freddie Vis, a name invented by Schalker’s daughter, who was only ten years old at the time. Because the name was already in use, the current company name was chosen.
The menswear label started with shirts and has grown into a complete collection including polos, trousers, shoes, jackets and underwear. A few years ago, the headquarters moved from Halfweg to a larger building in Lijnden, near Schiphol Airport. The company employs around thirty people.
A fish named Fred is now available in more than thirty countries. In the Netherlands, the cheerful and colourful menswear brand operates six own stores – or brand stores, as Schalker calls them – and worldwide there are around one hundred A fish named Fred corners in clothing stores.
Incidentally, the brand doesn’t only sell shirts and other clothing items: the orange logo also appears on products such as beer, wine, canned fish and duvets.
“Positive impact”
The FRedding campaign has attracted attention both within and outside the office supplies industry and won a Benelux Office Products Award in the category Best Initiative of the Year.
“This campaign shows how creativity and social engagement go hand in hand,” said the jury. “By collaborating with fashion brand A fish named Fred and the Make-A-Wish Foundation, edding connects commercial success with a meaningful story full of optimism and positive impact.”
View the result of the FRedding shirt here.
