Seek No Further

Fruit of the Loom has unveiled its new, trendier, premium label Seek No Further with a pop-up shop in London. Situated in a gallery space in Shoreditch, the 226 square foot pop-up boutique will remain open until July 6 and houses the entire debut Spring/Summer 2014 collection.

Designed by Dorothée Loermann, formerly at cult Parisian brand Surface to Air, the label features apparel that has been designed for “work and play, for night and day, for men and women” with a more “sophisticated edge” than the traditional sportswear cotton pieces that Fruit of the Loom is known for.

For women there is a 10-piece collection, which includes a seersucker wrap dress, a jersey T-shirt dress, flared skater skirts, striped T-shirts, a casual blazer, a boxy denim jacket, as well as sweatshirts with a lightweight and feminine touch featuring embroidered apples and a ‘Pear to Pear’ slogan.

The men’s 13-piece range continues the pared-back feel of the collection with button-down shirts, jackets, hoodies, and shorts, as well as a fun slogan ‘Bloody Berry’ T-shirt.

Images: Seek No Further/Michael Bodiam