The new Fruit Of The Loom premium collection hopes to revive a brand which saw its heyday in the 90s.

Fruit of the Loom – purveyor of cotton underwear, 90s nostalgia and those commercials with men dressed up as fruit. Now, the clothing manufacturer that brings up fond memories for many, has launched two pop-ups in Europe, which show off a more luxurious side to basics.

Located in Berlin and London, the two pop-ups features the Seek No Further collection designed by Dorothee Loermann, former creative director of Surface to Air. The menswear and womenswear collections feature 17 items each, all drawing on the heritage of Fruit of the Loom – a company known for its basic tees and sweatshirts – and combining it with a modern aesthetic. Loermann told Fast Co.Design:

This content is available for Premium Subscribers only.
Already a subscriber? Log in