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Translated By DeepL

America's oldest cut-and-sew brand to reboot. Fruit of the Loom Past, Present, and Future.
FRUIT OF THE LOOM by Vintage Buyers

America's oldest cut-and-sew brand to reboot. Fruit of the Loom Past, Present, and Future.

Fruit of the Loom, a cut-and-sew brand established in Rhode Island, U.S.A. in 1851, has been a long-established and classic brand of underwear and T-shirts. The brand has been a long-established and classic brand of underwear and T-shirts, and has been rebranding itself in Japan for several years, attempting new developments to fit into the modern lifestyle based on its more than 160 years of history. We invited Mr. Kurihara of "Mr. Clean," a vintage wear expert, to talk about the present, past, future, and charm of "Fruit of the Loom," which is often seen in the vintage market.

Fruit of the Loom's answer to the question of "now" in the face of 170 years of history.

What are your impressions of the current Fruit of the Loom pack T?

Kurihara:First of all, the texture of the fabric is very silky and looks comfortable to wear. It is 7 oz, which is a heavyweight fabric thickness even among general T-shirts, but it seems to be finished in such a way that you don't feel it. It is an exquisite fabric that is comfortable when worn as underwear, while maintaining a thickness that is not see-through so that it can be worn as a top.

It seems that the socks were made with a lot of care in the rebranding process.

Kurihara:American socks in general have a unique texture, don't they? This is probably due to the style of cheaply made socks that can be easily changed, and also because people in the US prefer socks with as little tightness as possible, since they spend most of their time with their shoes on. The sweet knit and fluffy feel of these socks are a good reproduction of local socks. If these socks are as durable as Japanese socks with this texture and comfort, they must be very good.

Kurihara-san says, "Socks sold in the U.S. are knitted in large quantities at once, so they tend to stretch easily, but we were able to reproduce that soggy texture and rough feel while ensuring durability that meets Japanese quality standards. Finally, what do you think is the most attractive point of "Fruit of the Loom"?

Kurihara:American brands that have remained in existence since the 1800s are extremely rare, and it is astonishing that they still occupy a large share of the underwear and T-shirt market. I believe that this is proof of the high degree of perfection of the brand as a product, and that it is a brand that has established a solid position as daily wear. In a sense, these clothes can be called true daily wear.

7oz T-SHIRT ¥1,500＋TAX / 7oz POCKET T-SHIRT ¥1,800＋TAX

The pack T is made of 7 oz. heavy jersey body and is available in two types: crew neck and pocketed. The printed tag provides a stress-free fit. A discreet brand logo on the hem is also desirable.

CREW SOCKS (3P) ¥1,000+TAX

Socks are available in four different lengths, from ankle to long. While reproducing the rough texture typical of American products, the socks have the durability required by the Japanese market. The long socks can also be worn like skater socks, as the brand name is woven into the sole of the foot and the back of the cuff.

INFORMATION

FRUIT OF THE LOOM ZOZO

zozo.jp/shop/fruitoftheloom/

Edit_Yosuke Ishii
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