Seek No Further. Fruit of the Loom

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Brief

How to re-launch an icon? Fruit of the Loom is a legacy brand. But trading on the heritage can only be part of the picture – it’s time to reinvent for today. Behind Fruit, a brand rich in heritage and expertise; ahead, the revival of the brand for a new generation of consumers.

Key objectives

To create a desirable, premium Fruit of the Loom brand that builds on the positive brand equity, and co-exists in existing markets but is clearly differentiated. By creating an aspirational lifestyle to complement the premium nature of the brand. Which means, we are not focusing the brand around fast fashion or the middle/mass market, and we won’t be for everyone…

Solution

Our new premium brand is built on all the perfection-seeking stuff we’ve always obsessed over: brilliant quality, the finest craftsmanship, the best materials, superior fit and softness.

Making people feel good in what they wear has always been our ambition. A pioneering drive to take the untravelled road. Now it’s brought us to a new destination: Seek No Further.