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FRUIT OF THE LOOM

Basic information

Country
United States
Founded
1851
Category
Clothing

Overview

FRUIT OF THE LOOM is a basic apparel brand whose history began in 1851 with the business of brothers Benjamin and Robert Knight in Warwick, Rhode Island, USA. The brand focuses on everyday wear for families, including underwear, T-shirts, and socks, with accessiblely priced basics as a strength. Its official motto is “Brighten the world for a bolder, better, more fruitful tomorrow.” and it promotes “No one else makes clothes this good, this affordable.™” Since 2002, it has been part of Berkshire Hathaway.

Concept

Brighten the world for a bolder, better, more fruitful tomorrow. For those seeking confidence, quality and comfort, we deliver Fresh, Forever Favorites that brighten the everyday adventures of life.

Tagline

No one else makes clothes this good, this affordable.™

Sub-brands

  • Fruit of the Loom Signature 1851

    A collection name used for Fruit of the Loom’s core product range, grouping products that enhance the comfort and reliability needed in everyday basics through features such as Eversoft fabric, Best Fit Guarantee, and stay tucked design. It is used across men’s undershirts and boxers as well as women’s bras and panties, and, separately from CoolZone®, Fit for Me, and Fresh Collection, serves to distinguish basic styles through their feel.

    A core offshoot line that enhances the comfort of staple underwear

  • SCREEN STARS 1980

    Screen Stars was revived as a T-shirt brand originating from the Fruit of the Loom family, carrying forward the name for blank T-shirts established in the 1980s and 1990s. The current Screen Stars Best works with Fruit of the Loom to rework blanks featuring single-needle stitching and vintage washes. Separate from Fruit of the Loom’s own line, which focuses on innerwear, it is positioned as a base for graphic T-shirts and licensed T-shirts.

    A revived line carrying forward the vintage T-shirt tradition.

  • Fit For Me by Fruit of the Loom 2002

    A plus-size-only collection spun off from Fruit of the Loom’s women’s category, officially presented as a line that adjusts fit, appearance, and support for women who wear larger sizes. Separate from the regular basics range, it foregrounds body-specific design and support, offering briefs, bras, and pajamas. Within the brand, it is positioned as a dedicated women’s line focused on size inclusivity.

    A dedicated fit line for plus-size women

  • A Fresh Collection by Fruit of the Loom 2012

    A line derived from Fruit of the Loom as a women’s collection, offering bralettes, bras, and panties as coordinated sets under the name Fresh Collection. Officially, it centers on pairing bras with panties, with a range of specifications including seamless, pointelle, and front-closure styles. While Fit For Me focuses on size-specific designs, this line broadens its set offerings and variety of specifications.

    A derived line offering bras and panties as coordinated sets