Fruit of the Loom Launches Premium Brand | Seek No Further Spring/Summer 2014

Introducing Seek No Further–Iconic label Fruit of the Loom launches a premium brand with spring/summer 2014, called Seek No Further. The new label brings a modern edge to the timeless staples of Fruit of the Loom. Designed by Dorothée Loermann, formerly of Surface to Air, Seek No Further will be available in pop-up stores in London and Berlin. The capsule collections rounds up a selection of timely essentials that includes sweatshirts with fun branding, relaxed t-shirts, printed button-downs and laid-back bomber jackets.