Fruit of the Loom may be famous for their undies and white tees, but their new premium Seek No Further line has really got us talking. Bringing together contemporary fashion and over 150 years of industry experience, garments in the capsule collection combine Fruit of the Loom’s history with new technology, making it the brand’s first foray into clothing truly meant to be worn outside the house.
Missing that perfectly worn Fruit of the Loom crew-neck sweatshirt from years past? The spring/summer 2014 offerings take inspiration from decades-old material unearthed at the Fruit of the Loom headquarters in Kentucky, with a nostalgia-inducing 1990’s flair.
Featuring dresses, luxe T-shirts, skirts, button-down shirts, and chic sweatshirts crafted from high-quality materials, the collection is designed for both work and play, with complete looks available for men and women. To bring their simple-yet-stylish vision to reality, Fruit of the Loom tapped German fashion designer Dorothee Loermann to create hip, timeless pieces in solid colors and basic silhouettes. Seek No Further is currently only available at pop-up stores in London and Berlin, but we have high hopes it will be hitting the States soon enough! For store locations and to see the entire collection, visit seek-no-further.com now.
Want more spring fashion? Shop 10 runway-inspired outfits for warm weather in our gallery!