Fashion March, 5 2014

Seek No Further – A Contemporary Label From Fruit Of The Loom

A promising new project from an old-school favourite. Seek No Further offers contemporary basics for men and women from a brand who know a thing or two about simple essentials, Fruit of the Loom. Over a century’s worth of experience, this American classic calls in Dorothée Loermann, formerly of Surface to Air, to oversee design at the new label which looks to bring “a sophisticated edge to the irreverent spirit and easy to wear staples of its parent label.” Natural fabrics and innovative production techniques have resulted in some rather interesting takes on everyday clothing. Sweatshirts receive a unique texture with detailing via decorative reinforced stitching, chenille graphics and tweaks to the traditional silhouette. Recycled, selvedge denim jeans and jackets, unfussy crewnecks and casual leather sneakers make up a debut collection with plenty to keep us interested. Here we take a look at the Spring 2014 lookbook and the brand’s ‘Ambassador’ campaign featuring the likes of shoe don Marc Hare, set designer Gary Card and Sharmadean Reid, founder of WAH Nails.

Seek No Further Launches March 7 in Berlin Torstraße 66, 10119, and London 30A Redchurch Street, E2 7DP.