Kroger releases new clothing line

Kroger is digging deeper into the apparel business, introducing its own clothing line — Dip.

Kroger’s technology firm 84.51° tracked customer insights and Fashion designer Joe Mimran worked with the company to create the line for men, women, young men, juniors, kids, toddlers and babies that includes more than 80 percent of items at $19 or less, according to a company statement.

“No detail in the fit and finish of Dip has been overlooked,” said Joe Mimran, creative director. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces … These are clothes for really living life in and looking good while doing it.”

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The clothing line is available at all Marketplace format stores nationwide.

“And we’re just getting started” said Christina Groth, Kroger’s vice president of general merchandise. “We want everyone to enjoy Dip – expect to see new items, designs and styles.”

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Holly Shively