Known for their simplistic basics, American clothing manufacturer Fruit of the Loom presents their new premium label Seek No Further and its first collection for Spring/Summer 2014. Staying true to their heritage, the collection is named after a classic New England apple variety held in high esteem as a dessert apple for over 200 years. The collection is designed by ex-Surface to Air designer Dorothee Loermann and is comprised of staple pieces tinged with a street-ready aesthetic. The collection will be sold at pop-up stores in both London on March 14 and Berlin on March 6.

30A Redchurch Street
London, E2 7DP
United Kingdom

Torstraße 66
10119, Berlin

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