American clothing manufacturers Fruit of the Loom are rolling out a brand new subsidiary “Seek no Further” in a move away from their traditional super basic ranges.
Fruit of the Loom tend to be associated with their hardwearing basic ranges of t-shirts, sweaters and hoodies. How will shoppers react to an 80s vintage inspired more high end collection? Is there enough trust in Fruit of the Loom for people to fork over more cash to a company that is usually extreme value for money?
Whereas Fruit of the Loom t-shirts are usually the staple for third party designers to plaster their own work over and sell at their friend’s band’s concerts, Seek no Further seem confident they can bring this “cool factor” in themselves. With pop up shops in London and Berlin open now, it will be interesting to see whether or not Seek no Further can overcome any prejudice shoppers may have towards their sister brand, or whether the nostalgia of people’s 2002 best friend’s band t-shirt that they have slept in every night for 12 years will have them snapping this collection up!
Saatchi & Saatchi X London 