Seek No Further

SNF_SS14_Campaign_02Photographs: Seek No Further by Fruit of the Loom Words by Elizabeth Pollard

From the people who made the t-shirts and sweatshirts used by every Brownie troop, charity run and souvenir shop in the world to print their original designs, comes a new premium line; Seek No Further. And it’s actually really bloody nice!

Essentially the American Apparel of the 90’s (minus the creepy, sex pest owner), Seek No further updates their basics with tailored classics like chambray and poplin shirts. The collection feels fresh but with just enough attention to detail to pull them away from their signature sweats. With twin pop-up shops in Berlin and London, Seek No Further have really understood their market and tapped into the trend for 90’s inspired, contemporary basics.

(taken from seek-no-further.com)
Five facts about Fruit of the Loom, the iconic brand behind Seek No Further…

1. ONCE UPON A TIME
Started in 1851 by brothers Benjamin and Robert Knight, Fruit of the Loom is one of the world’s first brands. It was registered as an official trademark in 1871, making it older than lightbulbs, cars and telephones.

2. PICK OF THE BUNCH
Shop owner Rufus Skeel began stocking cotton from the Knight brothers’ mill. To attract customers, his daughter painted images of fruit and attached them to the bolts of cloth. Her plan worked: sales took off and Fruit of the Loom was born.

3. APPLE OF MY EYE
The red apple in the Fruit of the Loom’s famous logo is a sweet, aromatic dessert variety called Seek No Further.

4. FIRST TIME FOR EVERYTHING
Fruit of the Loom was the first to use labels on cotton goods, the first to advertise underwear on TV and the first to produce luxurious blankets for 1st class flyers.

5. SATISFACTION GUARANTEED
With over 160 years of expertise in producing the highest quality textiles, Fruit of the Loom is the only company to offer an unconditional guarantee on all its products.

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