It seems nary a month goes by that Fred Boutique co-owner Clai Green isn't working on some sort of fashion-based project. His original shop is located at 524 N. Water St. -- next door to his shoe store Red Heel -- and a second Fred is opening soon in Shorewood at 4405 N. Oakland Ave.

In addition to his brick and mortar businesses, Green tells us he'll soon add publisher to his list of job duties. "Fred Magazine," he says, launches April 15 as an online publication focusing on "ways to improve and exemplify the body through monthly health tips, fitness regimens, and current trends in makeup, hair, fashion and lifestyle."

Green says he hopes his magazine will help women feel comfortable in their own skin.

"Most magazines focus on images of the thin female or the large female, with articles geared towards these polar populations. 'Fred' will focus on the woman of today with insight towards a healthier lifestyle as well as a fashionable you."

See a teaser here.