Childhood staple, Fruit of the Loom, has grown up too, with a line of cool RTW
Pardon us. The boxer (or briefs?) line that we loved in childhood just got a major overhaul.
Americana undies brand Fruit of the Loom has bloomed into a full-fledged (and entirely hip) apparel collection, just now cropping up at two signature pop-ups in London and Berlin. Don’t check the band for the classic label – pieces are now going by the name of Seek No Further.
To be sure: it’s nothing close to kid stuff. The label’s site is thoroughly cool, and the product mix covers all the fashion basics. The Iiris bleached and boxy denim jacket, Teedra printed jersey tee dress, and slim Hugh chino shorts are worth adding to your closet, stat.
And maybe even upgrading what you wear under them.