Iconic Brand Launches Premium Line
Fruit of the Loom is hoping menswear shoppers will do just as the name suggests as it launches premium offshoot, Seek No Further. The generations-old casualwear giant announced the venture this week, spearheaded by German designer Dorothée Loermann. Seek No Further’s debut line has been put together with the help of opinion formers, including founder of Mr Hare, Marc Hare, and product and furniture designer, Magnus Pettersen. The offering aims to pick up on the current trend of contemporary minimalism. T-shirts, shorts, shirts, jumpers and shoes are among the items that make up the line. Individual pieces feature subtle nods to the brand’s origins through slogans such as ‘Bloody Berry’ and ‘Pear to Pear.’ Formerly of cult Parisian label Surface to Air, brand chief, Loermann, has spent the best part of 15 years working to establish a distinctive house style built around a chic, vintage take on sportswear. The designer spoke exclusively to FashionBeans about piloting the relaunch of this “beloved” 1980s juggernaut which she considers a natural progression. “First of all, I had a lot of good memories about the brand,” she explained. “I am a big fan of American sportswear in all its aspects. I like the idea of it, something easy and useful in good materials. Very kind of honest and at the same time so much to play with, innovate and modernise.” Crafted for what she describes as “an intelligent, creative, design-savvy audience,” the capsule collection from Seek No Further uses natural materials and subtle detailing to produce clothing for long-lasting wear. The focal point of the collection is the sweatshirts, which use decorative reinforced stitching and recycled textiles to provide a very alternative take on traditional cotton casualwear. Loermann states that Seek No Further is all about finding common ground between traditional casualwear and modern fashion; an ideology she hopes to continue to develop with Fruit of the Loom in coming years. “We still have lots of ideas for this brand, and we don’t want to develop Seek No Further with a too traditional approach.” “We are also working with cool creative people from various industries that bring their own ideas — and we want to keep sharing our excitement.” That group can be found wearing the line below, along with two exclusive-to-FashionBeans images of photographer, Jeff Hahn, and interiors journalist, author and blogger, Will Taylor. Dorothée Loermann’s bid to breathe new life into Fruit of the Loom with Seek No Further will be available at two pop up stores, one in London and the other in Berlin, from 6th March. Price points start at £40 for T-shirts, going up to £100 for sweatshirts and £250 for jackets.
Seek No Further Store Location
30A Redchurch Street, London, E2
Seek No Further SS14 Collection
Jeff Hahn – Photographer
Will Taylor – Interiors Journalist, Author and Blogger at BrightBazaarBlog.com
