Fruit of the Loom opens pop-up shops for new premium brand

Universal Design Studio has transformed gallery space in London's Shoreditch and Berlin's Mitte district into two pop-up stores for the launch of Seek No Further, the new label from American clothing manufacturer, Fruit of the Loom. With an emphasis on the process of making and reflecting the brand’s innovative approach to materiality and detail, the stores’ key message is 'simplicity'.

Bringing a sophisticated edge to the irreverent spirit and easy to wear staples of its parent label, Seek No Further marries Fruit of the Loom’s craftsmanship and fabric expertise with a thoroughly contemporary design ethos. Designed by Dorothée Loermann – former creative director of womenswear for edgy Parisian label Surface to Air – the London-based label’s first capsule collection offers contemporary wardrobe staples for men and women. Conceived for an 'intelligent, creative, design-savvy audience', this first capsule collection uses natural materials and cutting-edge techniques to create inviting garments, rich in subtle detail designed for long-lasting wear.

Seek_No_Further_Berlin.jpgSeek No Further, Berlin. Photography: Ragnar Schmuck

Collaborating with artisans and art technicians, Universal Design Studio has experimented with unconventional materials like glass wax, flock coating, cast concrete and silicone to create handcrafted sculptural display pieces.

Seek_No_Further.jpgSeek No Further, London. Photography: Michael Bodiam

In London, the capsule collection is displayed on a single 6.5m-long rail, suspended from the ceiling, set against the raw concrete wall. The long and narrow space of the gallery is further emphasised by the mirror-clad back wall, creating an illusion of double-depth.

Seek_No_Further_Berlin_fruit.jpgSeek No Further, Berlin. Photography: Ragnar Schmuck

In Berlin, set within the raw shell of the gallery, solid, bold geometric shapes form a varied landscape.

Fruit_of_the_Loom_Berlin.jpgSeek No Further, Berlin. Photography: Ragnar Schmuck

In both stores, an understated monochrome palette is juxtaposed with royal blue flock coating, translucent yellow display blocks of cast glass wax and sculptural objects coated in soft pink silicone.

The pop-up shops opened in March and will remain open for a period of four months.

While only launched in Europe in the 1980s, the Fruit of the Loom brand was first registered in the Unites States in 1871 and its roots can be traced as far back as a Rhode Island cotton mill built in the 1820s.

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