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Fruit of the Loom Launches Fruitful Threads Collection Using LENZING ECOVERO Fibers

Fruit Of The Loom’s Fruitful Threads collection is designed with comfort and sustainability in mind.

Fruit of the Loom continues its ongoing commitment to its global sustainability plan, Fruitful Futures™, by partnering with sustainable global fiber producer, Lenzing Group, for the launch of their Fruitful Threads Men’s Underwear Collection.

This innovative collection combines 96% LENZING ECOVERO Viscose fibers with Fruit of the Loom’s clothing expertise to create stylish and responsibly made underwear.

Tailored to support a sustainable lifestyle, LENZING ECOVERO fibers are made from certified renewable wood resources and produced through a sustainable process. Lenzing only uses wood from certified and controlled sources derived from sustainably managed forests. LENZING ECOVERO is certified with the EU Ecolabel and generates up to 50% lower CO2 emissions and water impact in its manufacturing process and has a substantially smaller environmental footprint compared to generic viscose. The label of environmental excellence is awarded to products and services that attend to high environmental standards throughout their lifecycle: from raw material extraction to production, distribution, and disposal. As a cellulosic fiber, LENZING ECOVERO fibers are biodegradable in soil, freshwater, and marine environments, as well as compostable in home applications and industrial facilities.

Speaking on the partnership, Vice President of Fruit of the Loom Angela Dennison says, “We are always looking for creative ways to bring fresh, forever favorites to the Men’s Underwear category. With LENZING’s partnership, we designed a new product that offers a more sustainable and accessible option. This collection encapsulates what is important to the brand – delivering affordable quality.”

In addition to its sustainable product design, each product in the Fruitful Threads collection features a topside fly that provides ease of user access, along with a contour-darted pouch with support taping that allows optimal comfort and support. The garments also feature gussets for an increased range of motion, and comfortable, flat seams in the back panel.

Fruit of the Loom’s commitment to consumers extends beyond delivering great quality and well-fitting, comfortable products. Fruit of the Loom is also invested in minimizing the impact its products have on the environmental footprint by sourcing more sustainable materials, which is one of the initiatives the brand has outlined in the “Product Authenticity” pillar of its global sustainability plan, Fruitful Futures.

With LENZING’s partnership, Fruit of the Loom transformed LENZING ECOVERO fibers into a collection that gives consumers an affordable option when striving to reduce their footprint, while wearing a trusted, quality product.

Speaking to the partnership and product development, Erica Redd, Business Development Manager at LENZING Group stated “It’s exciting that LENZING ECOVERO viscose was used as the preferred fiber for the first Fruitful Threads™ sustainable product line. I am proud to have worked with an American heritage brand as they enter into the next generation of their sustainable product assortment. Fruit of the Loom’s drive to provide sustainable products at an affordable price is very impressive and I am looking forward to our continued partnership.”

This collection is available in three packs featuring two styles, boxer briefs, and trunk, in six (6) different colors. Each pack’s suggested retail price is $19.99. The packaging for this product is produced with sustainable materials that are certified renewable wood resources and are recyclable. The collection will be available for purchase starting April 4th on, Walmart, and Amazon, while supplies last.


Melanie Cressman
Director of Corporate Communications