Everyone has a Fruit of the Loom t-shirt or sweater somewhere at the bottom of their basics drawer. Now the American king of cotton is climbing up the food chain with the launch of a premium label, Seek No Further. To celebrate the launch, a pop-up shop will simultaneously open in both London and Berlin offering the collection exclusively at these locations. Their heritage 80s style sweatshirts for both men and women are at the core of the new line but this time decorative stitching and seaming as well as quirky slogans give the brand a more modern edge. Other pieces include structured bomber jackets, tailored shorts for men and 80s TV printed dresses for the gals, almost all in neutral colours and classic cuts. Designed for work or down time, this laid back new label is definitely worth a peek.