New fashion label, Seek No Further launches this SS14. From the brand brought you cult sweater label, Fruit of the Loom.
Everyone had a Fruit of the Loom sweater circa the mid 90s, usually in oversized navy or washed out grey, paired with some torn denim and scuffed up DMs. Well, if you’ve been wondering where the brand went or where your old Fruit of the Loom sweater is hiding, they’re back for Spring/Summer ’14.
Seek No Further is the American brand’s latest, more premium venture. Inspired by “yesterday’s visionaries, today’s trailblazers and tomorrow’s innovators,” Seek No Further channels the zeitgeist and fashion’s current obsession with all things 90s.
Fuss-free jersey dresses, the softest of tees and of course, a wealth of sumptuous sweaters comprise the debut womenswear collection. Men’s is also available, and in true Fruit of the Loom style, we’d quite happily transcend genders and wear the lot.
The Seek No Further product focuses on quality and utilises the brand’s150 years of expertise. Whilst the Fruit of the Loom brand might be one of the biggest sellers in America’s discounted Target stores, Seek No Further is fashion conscious, savvy and cool. This is evident the brand’s decision to open up two twin pop-up stores to support the launch, in two of the world’s most innovative fashion cities, Berlin and London.
The collection is set to be a success, taking Fruit of the Loom’s cult hero pieces and transforming them into a real working wardrobe. Top of our list? The grey marl, apple embroidered sweater and the bleached-out, boxy 90s denim jacket.
The collection is available exclusively at the Seek No Further Pop-Up Store.
Seek No Further, 30A Redchurch Street, London E2 7DP
Opening Times: Monday – Sunday 11am – 7pm.
For more Spring/Summer ’13 trends check out StyleNest’s Get The Look page, here.