Fruit of the Loom

The company was in bankruptcy, brand measures were rapidly declining, and the enterprise faced a bleak future – if it had a future at all. Even though Fruit of the Loom had evolved into a fashion-forward, versatile apparel manufacturer, to most consumers the brand was strictly plain, outdated underwear for men. TRG’s challenge? Contemporize, contemporize, contemporize.

We pursued parallel creative tracks that highlighted fashion and progression on one side while modernizing the brand’s greatest asset – its iconic spokesmen – on the other. As a result of our work, Fruit of the Loom regained its number one position in men’s underwear with a 45% share. And ladies’ intimate apparel, where Fruit of the Loom had no traction at all, became the fastest-growing intimate apparel brand at mass.