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Fruit of the Loom Unveils New Label in London

The company is launching its new, trendier label Seek No Further with a pop-up shop in London.

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TUTTI FRUTTI: Fruit of the Loom has unveiled its new, trendier label Seek No Further in the British market with a pop-up shop in London. Situated in a gallery space in Shoreditch, the 226-square-foot shop will remain open until July 6. “We found that in Germany and London most people have good memories of Fruit of Loom,” said Dorothee Loermann, the label’s German-born creative director. “London style is very inspiring because it’s like anything is possible, which I really like. There’s always a bit of eccentricity about it, but in a way nobody cares. You can be really free and do what you want.”

The women’s 10-piece collection includes a seersucker wrap dress, a jersey t-shirt dress, sweatshirts with a lightweight, feminine touch, skater skirts, and a boxy denim jacket. The men’s 13-piece range includes button-down shirts, jackets, hoodies, and shorts. Prices range from 45 pounds, or $74 at current exchange, for a t-shirt to 230 pounds, or $381, for a jacket.

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