Fruit of the Loom launches new line of women's apparel

By

Gabriella Lacombe

Published
Oct 4, 2018

Kentucky-based clothing company Fruit of the Loom has announced the launch of its new women's apparel collection, Seek No Further. In support of the new line, the company will open a pop-up shop in New York City's SoHo neighborhood, which will run from October 12 through October 13. 

The new line includes a range of casual apparel and activewear, including blazers, pants, shirts, dresses, and track suit sets. Prices range from $17 to $45. 

This new collection marks Fruit of the Loom's continued expansion into formal lines of apparel, in contrast to its typical product range of underwear and t-shirts. 

"We created the Seek No Further collection to help simplify the shopping process, offering a range of styles and colors so [women] can create multiple looks within the collection or mix and match the pieces seamlessly into their already existing wardrobe," said Karen Kendrick, vice president of brand communications at Fruit of the Loom. "We look forward to having women try our most elevated designs yet at our shop."

The Seek No Further pop-up store will feature three distinct rooms, each designed to represent what the brand calls "a woman's day in the life." The shop will mark the first and only time pieces from the womenswear line will be available in-store. After the pop-up's close, all pieces from the collection will be available exclusively online at Fruit.com/Seek-No-Further, as well as on Amazon.

The pop-up, located on Grand Street, will be open from 10 a.m. to 7 p.m. on Friday and 10 a.m. to 6 p.m. on Saturday.