Fruit of the Loom launches premium brand

Fashion brand Fruit of the Loom, known for its sportswear cotton pieces, is launching a premium brand, Seek No Further in March. Designed by Dorothée Loermann, formerly at cult Parisian brand Surface to Air, the label is described as “grown up” with a “sophisticated edge”

and will offer contemporary wardrobe staples for men and women including sweatshirts, jeans, jackets and jersey dresses.

On the label’s new website it states that the London-based line is inspired by “yesterday’s visionaries, today’s trailblazers and tomorrow’s innovators” and that each piece is designed for “work and play, for night and day, for men and women”.

Fruit

of the Loom has operated as a trademarked brand for almost a century and a half, but one of the founding principles of Seek No Further is the belief that tradition is not enough. It states that “there’s always room for improvement”, whether that’s to make an iconic garment more appealing or to better fit a modern life.

Fruit of the Loom introduces Seek No Further

At the heart of the collection is sweatshirts for both men and women using decorative reinforced stitching and seaming inspired by traditional cotton undergarments. Each piece uses high tech fabrics that play with the traditional aesthetic of cotton sweatshirts to offer a distinctive surface finish and texture.

Other highlights include the understated decoration throughout the collection, from the recycled or selvedge denim used in the jeans and jackets, to the use of chenille embroidery on the sweatshirt graphics, to the TV-static camo print on silky voile and jersey dresses. The range also stands out with its use of crisp fresh colours such as pear, blue, pink lemonade and grey.

To launch the debut capsule collection, Seek No Further is opening pop-up stores in London and Berlin in March.

Fruit of the Loom was first registered in the US in 1871 and can trace its roots back as far as a Rhode Island cotton mill built in 1820s, however, the brand didn’t launch into Europe until the 1980s. The brand’s European base operates from Telford, UK, supported by a large distribution centre in Kaiserslautern, Germany, which distributes to more than 30 European countries.

Images: Seek No Further