2024.06.05
The History of America's Largest Basic Apparel "FRUIT OF THE LOOM" and the American Standard Backed by It
Known for items featuring the trademark of numerous fruits, FRUIT OF THE LOOM is a brand recognized by many as an old American brand.
It's been around for quite some time, approaching its 180th anniversary. At the Japanese branch, FTL Japan K.K., there are many materials and deadstock items that allow a retrospective look at its history.
This time, let's have a look back at the history of FRUIT OF THE LOOM by examining old materials and deadstock items with brand manager Itaru Kitami, and also introduce the current standard items.
"In 1851, we started the business in Rhode Island, the smallest state on the East Coast among the 50 states of the U.S.
"Brothers named 'Benjamin Knight' and 'Robert Knight' founded the company 'B.B. & R. Knight' dealing in cotton fabrics.
"The now-iconic fruit mark initially featured only an apple. There's an episode where an apple drawing on a label, drawn by a friend's daughter of Robert, was a hit when attached to fabric for sale. Recognizing its value, Robert decided to put the apple drawing on all products, making it an iconic presence."
"This apple drawing led to the creation of the brand FRUIT OF THE LOOM in 1871. Then in 1893, during participation in the trade show Chicago World's Fair, the iconic apple drawing was changed to illustrations of multiple fruits, which became the prototype of the current FRUIT OF THE LOOM icon."
Product Development of Underwear that Became the Prototype for Today's Iterations
Even after the brand name FRUIT OF THE LOOM was established, they continued to handle cotton fabrics for some time. However, it was the initiation of underwear product development under the FRUIT OF THE LOOM name through a license agreement that led to the current apparel business."In 1938, they entered into a license agreement with a company making underwear called 'UNION UNDER WEAR'. As a result, innerwear and boxer shorts branded with FRUIT OF THE LOOM were born. These well-priced and high-quality undergarments boosted the brand's trajectory, adding more products. By the 1950s and 1960s, they expanded into casual clothing such as T-shirts and sweatshirts."
Roots of the Sweatshirt
Let's take a look at deadstock items preserved by FTL Japan, starting with sweatshirts from the 1950s. Also known as the "front V" for the gusset at the neckline, featuring set-in sleeves and four-needle stitching on vintage sweatshirts.By the 1970s, the detail had evolved with the inclusion of the so-called freedom sleeves stretching up to the armholes with side ribs. And just like when they were selling fabrics, trademark stickers were attached to the products during sale.
Carrying Forward History with the Modern Pocket T-Shirt
FRUIT OF THE LOOM, while preserving classic past masterpieces, continually engages in crafting items that suit the current era. Let's delve into the popularity of pocket T-shirts in Japan today."Currently, FRUIT OF THE LOOM has bases in various countries and regions, including the American headquarters, the European branch, and our company, each offering products tailored to the specific needs and trends of their countries.
"One such product is the 'SUPER PREMIUM' T-shirt, designed in Europe. We have released a version with a chest pocket, the 'SUPER PREMIUM POCKET TEE,' exclusively in Japan.
"The 'SUPER PREMIUM' was chosen as the base because it uses 6-ounce American 'COTTON USA' cotton, has a slightly loose silhouette called 'Classic Fit' that suits modern tastes, and features 'LYCRA' in the neck rib, a relatively stretch-resistant polyurethane fiber ideal for a next standard body.
"In the 1980s, FRUIT OF THE LOOM focused on pocket T-shirts. While carrying forward that history, we've tailored it to match current Japanese trends."
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