French Designer Cedric Charlier Gives Fruit of the Loom a Makeover

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Fashion collaborations with classic heritage brands like Hanes, Champion, and Fila have been showing up on runways everywhere. The draw of an instantly recognizable logo has proven a hit with designers and streetwear-devotees alike, who love the trend for its nostalgic (and sometimes ironic) appeal. A la Demna Gvasli’s collaborations with brands like Umbro and DHL at Vetements or Virgil Abloh’s recent capsule with Levi’s, the next brand in line for a luxury makeover is American staple, Fruit of the Loom. The company is the subject of a new capsule collection with Paris-based designer Cedric Charlier. Together, the duo has created a range of four unisex, fashion-forward tees.

“I’ve always dreamt of collaborating with Fruit of the Loom. In my opinion it is one of the most iconic American brands,” said Charlier in a statement surrounding the launch. “Fruit of the Loom represents quality and embodies a natural and genuine mentality—one that I have always instilled into all my work. This has proved to be a perfect partnership and I can’t wait to see this collaboration come to life!”

Like so many of us, Charlier grew up wearing the brand’s classic tees. The designer says that Fruit of the Loom’s infamous plastic packing represents a sense of childhood nostalgia for him: “I grew up with them and wore them throughout my teenage years (and still do now!). I’m personally very attached to the brand,” he continued in the same statement.

The four new T-shirts will keep to the original silhouette of Fruit of the Loom’s classic tee, but Charlier has added his own signature aesthetic such as asymmetrical seams, double pockets, and multicolored prints to make the style new for 2017. “I reworked the iconic pocket t-shirt and the classic crew neck t-shirt infusing my DNA and personal aesthetic into the original design,” he explained.

Karen Kendrick, Fruit of the Loom’s vice president of brand communications added: “His bold colors and expert craftsmanship truly represent what Fruit of the Loom is all about and we couldn’t be more delighted by the partnership and this first Fruit of the Loom designer collaboration.”

Launching in November of this year, each individual collaborative shirt will retail for 5 to 5. True to Fruit of the Loom’s bulk-buy roots, there will also be an option to purchase a three-pack for 0.

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