‘Fresh Collection’ From Fruit

Fresh Collection by Fruit of the Loom “Seamless Pointelle Lightly Lined Bra,” and “Seamless Cami Bralette and Bikini Underwear Set” now retailing on the Walmart.com website.

“Fresh Collection by Fruit of the Loom is “a major portfolio expansion designed to capture the “transition market”- young women ages 13-22 navigating the gap between youth departments and adult intimates,” according to the company. “By pairing a modern, minimalist aesthetic with its signature manufacturing scale, Fruit of the Loom is positioning itself to lead the next generation of value-driven, inclusive essentials.”

On Walmart.com (the retailer where the line debuted online and in stores), prices ranged between the “Seamless Cami Bralette and Bikini Underwear Set” for $15.94, and the “Junior’s Wire-free Triangle Bra, Style FT680” for $23.99, to the “Riding High Seamless Bikini 2-Pack,” sized XS to 3XL, for $3.86. Other items included the “Seamless Pointelle Lightly Lined Bra” for $ 12.94 and a “Cotton Thong 2-pack” for $9.98.

Athena Wrann, creative director at Fruit, noted “there’s a real gap for young women who are in that in-between stage when she’s outgrown the girl’s department but doesn’t see herself in what’s next. So much of what’s out there feels either too trendy or too grown. With the Fresh Collection™ offering, we wanted to create something that sits comfortably in-between easy, modern, and designed to let her be herself.”

Diana Harl, VP of innerwear at Fruit added, “this launch builds on what the Fruit of the Loom brand has always done best--comfort and quality--through the lens of a new generation. We have focused on this undeserved female segment, and created fresh product designed to reflect Gen Z’s values of self-acceptance, authenticity, and individuality.” The collection will appear at “additional retailers this summer.”