Iconic American brand Fruit of the Loom launches new premium brand

Seeknofurther-Fruitoftheloom-LOGO1fruitoftheloom-dress1It seems that everyone has their own Fruit of the Loom memory, for most, it’s the classic tees and sweaters with that iconic fruit basket embroidered logo. Now, with those nostalgic memories in tow, Fruit of the Loom have branched out to welcome sister label Seek No Further.

The first capsule collection comprises of perfect wardrobe staples, from beautifully crafted sweatshirts and classic white tops to ‘TV print’ dresses and pinstripe blouses. We particularly love the Charlotte wrap dress and the white canvas sneakers (below £150 and £200), ideal for Spring weekends in the city.

With creative direction from Dorothée Loermann – formerly at Parisian fashion brand Surface to Air – the London-based label’s first capsule collection offers contemporary and beautifully crafted pieces for both men and women.

The capsule collection is now available at the Seek No Further pop-up store on Redchurch St.


30A Redchurch Street, London E2 7DP


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Seek No Further ‘Orchard’ Tunic Dress £150


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Seek No Further ‘Apple’ Crew Neck Raglan Sweatshirt £150


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Seek No Further ‘Iris’ Boxy Denim Jacket £165



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