By  on April 4, 2012

Fruit of the Loom is bolstering its basics business with premium product at new channels of distribution, including Bloomingdale’s and Old Navy.

The 150-year-old brand of classic underwear and casualwear for men, women and children, which is owned by Berkshire Hathaway Inc. and generates estimated annual wholesale revenues in excess of $2 billion, has traditionally been a key resource of basic, commodity goods for mass merchants such as Wal-Mart.

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