Attention, Shoppers: Kroger Now Has Its Own Clothing Line

“Who are you wearing?” “Kroger.” This exchange is now possible thanks to Dip, the new “fresh, fun, effortless style brand” from your neighborhood grocery store. The collection of apparel for men, women, juniors, kids, toddlers, and babies launched last month in 300 Marketplace-style stores nationwide—17 of them in the greater Houston area.

The collection’s calling card is its affordability, with most products (more than 80 percent of them, actually) priced at $19 or less. Anticipating its fashion blind spot, the grocery company tapped designer Joe Mimran (Club Monaco, Pink Tartan, and Joe Fresh) as creative director for the new brand.

“No detail in the fit and finish of Dip has been overlooked,” Mirman said in a Kroger press release. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life and looking good while doing it.”

The styles are basic—think chambray and buffalo plaid button-ups, crew-neck long-sleeves, puffer vests, graphic tees with wide-ranging appeal—and would not feel out of place at, say, Old Navy. And while you won’t find fashion-forward statement pieces at Kroger anytime soon, you just might be tempted to throw a minimalistic T-shirt (“THE FUTURE IS OURS” or “INHALE EXHALE”) in your basket next time you stock up on your weekly essentials. 

Of course, you’ll have to shop at one of the Krogers to actually stock the collection—in Houston proper, that’s limited to the Westlake Marketplace location in Summerwood at 14221 E Sam Houston Parkway. Elsewhere, you can find Dip in Katy, Spring, League City, Cypress, Tomball, Conroe, Baytown, Kingwood, Richmond, Montgomery, Willis, Rosenberg, Clute, and New Caney Krogers.

“We anticipate customers quickly connecting with Dip. The new brand is easy to find in our stores and offers incredible quality, style, and value. It’s simplified pricing, so there’s no waiting for sales or a coupon,” said Christina Groth, Kroger VP of general merchandise. “And we’re just getting started. We want everyone to enjoy Dip—expect to see new items, designs, and styles.”

In that case, our kingdom for some Zombie Kroger merch.