Fruit Of The Loom’s New Luxury Collection Is A Far Cry From Underwear [Pics]

Fruit Of The Loom’s New Luxury Collection Is A Far Cry From Underwear [Pics]
Design & Architecture

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

Daniela Walker
  • 25 march 2014

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:


There’s a lot of positive memories and great nostalgia associated with brands that were popular in the ’90s in Europe. Fruit of the Loom was one of them. Customers remember the superior quality of their Fruit of the Loom soft T-shirts and sweatshirts. We wanted to create the range around a more modern approach to these garments, combining our history with new technology.

The premium collection is minimalist, reflecting the company’s basics aesthetic, but with luxe cuts and materials. And do not fear, the famous fruit make an appearance or two – otherwise it wouldn’t be Fruit of the Loom.



Seek No Further
Source/Images: Fast Co.Design

+Dorothee Loermann
+fashion / apparel
+Seek No Further

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