Think Fruit of the Loom? Think American style sportswear, leavers hoodies and charity t-shirts? Think again. This March, Fruit of Loom revealed its sophisticated side, launching a new clothing label, Seek No Further. Sticking to its founding principle “tradition is not enough,” Fruit of the Loom has looked back on its own heritage and found room for improvement.
This first capsule collection was designed by Dorothee Loermann - formerly from cult Parisian brand Surface to Air. Conceived for an intelligent, creative and design savvy audience, the pieces are beautifully crafted, easy to wear and yet irreverent in spirit.
For their launch Seek no Further took over one of our more alternative spaces on Redchurch Street. In a few weeks, they’d transformed a graffiti covered, blacked out shop space into a creative urban boutique. Dark concrete floors, roughly white washed walls, offset by brightly coloured hanging rails, boxes and an eccentric array of wax and paper sculptures hanging from the ceilings - that somewhat resembled the iconic fruit logo. Everything from the store design to products within manifested Seek No Further blends Fruit of Loom’s reputation for clean cut craftsmanship with a contemporary design ethos.
The shop launch drew in a crowd of London’s trendiest twenty somethings. A delicious selection of fruit of the loom themed cocktails by Good & Proper Tea and Sipsmith Vodka alongside DJ’s set the tone of the night and ensured Seek no Further's arrival was celebrated in many major fashion blogs and press from Time Out to AnOther Magazine. Despite this space being temporary, we're confident we'll be seeing much more of Seek No Further in the future! http://seek-no-further.com/
Photography by Michael Bodiam