Fruit of the Loom Goes High End With European Pop-Up Stores

Walk into the pop-up store on trendy Torstrasse in Berlin and the first things you'll see are giant foam artworks in the shape of fruit: an apple core the height of a medium-size woman, a towering watermelon spear, a citrus slice as big as a train station clock. In the next room, cotton-blend jersey pieces in a subdued palette dominated by grays and blues hang on the racks.

Check the price tag on that T-shirt dress with the intriguing print and you would never guess (foam fruit notwithstanding) that this line of super-chic sweatshirt wear is the work of Fruit of the Loom.

At €130 ($180) for the dress (regular T-shirts start at €50), Seek No Further, Fruit of the Loom's new premium brand, is certainly a departure from the down-to-earth basics the company is known for at home and abroad. On Walmart.com, a four-pack of men's crewneck tees sells for under $15. Read more...