ABOUT

CHALLENGE
The Fruit of the Loom brand had become a little lost. Millennials in particular weren’t aware of Fruit’s rich heritage in music, merchandising and memorabilia or their wide range of T-Shirts, Sweatshirts and Polo shirts.

IDEA
Give the brand a simple, nostalgic, international reboot. Highlighting Fruit’s history as well as the label’s quality, availability and printing versatility.
Fruit of the Loom have been front and centre stage at most major music events, attended all Ivy League colleges and been worn by every youth movement from Preppies to Punks. The T-Shirts allowed fans to declare their love for everyone from The Beastie Boys to Beyonce to Black Sabbath to Bieber and back again. The ‘Favourite campaign’ demonstrated the brand’s heritage in youth culture, music, design, sports and fashion.
Buyers, designers and retailers were reminded of Fruit’s high quality garments, decorative versatility and vast range of sizes and colours. Film, print and social campaigns like Instagram’s ‘What’s Your Favourite?’ encouraged people to post their favourite T’s & Sweats. So our audience engaged with the brand emotionally (treasured memories) as well as rationally (great quality).