Fruit of the Loom announces the launch of its premium line Seek No Further. Designed by Dorothée Loermann, formerly at Parisian fashion brand Surface to Air, the first capsule collection offers contemporary wardrobe staples for men and women. The collection features sweatshirts for both men and women which use decorative reinforced stitching and seaming inspired by traditional cotton undergarments. Other pieces include denim jeans and jackets, silk-voile and jersey dresses in tones of pear, blue and pink lemonade. The capsule collection will be available at the Seek No Further pop-up stores in London and Berlin from March 2014. The brand will be launched at a press event scheduled in March – see Fashion Insight Events.

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