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."
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