Do the words Fruit of the Loom ring any bells? Of course they do! If you’re in the same age bracket as us, your teenage years weren’t worth living if you didn’t have a tee from the American cotton giants. That fruit bowl logo is iconic as the Chanel CCs!
Having faded away from the limelight in the late 90s, Fruit of the Loom are back and with a brand new, super sleek direction…Seek No Further.
Designed by Dorothée Loermann, formerly creative director at cult Parisian brand Surface to Air, Seek No Further has the true aesthetics of Fruit of the Loom – off duty and laid back style has turned premium with a sophisticated edge. The collection features luxe tees, embroidered sweats, jackets, denim and jersey dresses, in gorgeous shades of pear, grey and our favourite…pink lemonade.
Fruit of the Loom which can trace its roots back to a Rhode Island cotton mill built in 1820, didn’t launch into the European market until the 1980s. Since their humble beginnings some 150 years ago, their expertise in high quality materials and creating traditional garments have made them re-think about their future in the fashion industry.
Believing that tradition isn’t enough to keep the brand alive, they state that ‘there’s always room for improvement, whether that’s to make an iconic garment more appealing or to better fit a modern life’
Seek No Further is both versatile and effortless, the old logo has been upgraded to one single piece of fruit, embroidered discreetly on the inside of each garment. Each piece is easy contemporary…a wardrobe staple which can be worn with your favourite jeans. Speaking of denim, a major highlight of the collection is the recycled and selvedge fabric used to construct the relaxed fits.
Available exclusively at twin pop-up stores in Berlin and London’s Redchurch Street, prices range from £45-£200.