# 90s Brand Revivals Fruit of the Loom Makes a Comeback with its Seek No Further Collection By Jamie Danielle Munro | Published 2014-03-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fruit-of-the-loom References: [psfk](http://www.psfk.com/2014/03/fruit-of-the-loom-clothing.html) & [seek-no-further](http://seek-no-further.com/) For readers who remember Fruit of the Loom, you were probably born in the late 80s, early 90s and have [nostalgic memories](https://www.trendhunter.com/trends/nostalgia-mall) of running around in white cotton underwear. The dated iconic brand is trying to [make a comeback](https://www.trendhunter.com/trends/people-will-talk) with its [newest collection](https://www.trendhunter.com/trends/reebok-x-kodak), Seek No Further. The images used to promote the collection are also striking, as the photographer used a very minimalist and washed-out look for the models. They are featured posing in strange positions, with one laying face down in a pillow and the other modelling with a fake swan. Clearly Fruit of the Loom is aiming for a touch of quirkiness with its latest campaign. It's tough to say whether or not this brand will catch on once again, but hopefully they bring back the cotton skivvies: they were so cozy! ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 79% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **90s Fashion Revival:** Opportunity for fashion brands to tap into the nostalgia of 90s fashion trends and bring them back in a modern way. - **Minimalist Advertising:** Brands can explore minimalist and washed-out aesthetics in their advertising campaigns to create a striking and memorable impact. - **Quirky Branding:** Brands can embrace quirkiness and unconventional marketing tactics to stand out in a crowded market. ### Who This Affects Most - **Fashion:** Fashion brands can leverage the 90s fashion revival to introduce updated versions of classic styles and cater to nostalgia-seeking consumers. - **Photography:** Photographers can experiment with minimalist and washed-out aesthetics to create captivating visuals for brands. - **Marketing:** Marketing agencies can help brands develop quirky and unconventional campaigns that resonate with audiences and differentiate them from competitors. ## Related on Trend Hunter - [Nostalgic Fragrance Campaigns](https://www.trendhunter.com/trends/iconic-90s-looks.md) - [Cheeky Holiday Collections](https://www.trendhunter.com/trends/conversation-stoppers.md) - [Gen Z-Targeted Fruit Snacks](https://www.trendhunter.com/trends/gushers-and-fruit-by-the-foot.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Revived Berry Fragrances](https://www.trendhunter.com/trends/dewberry-by-the-body-shop.md) - [Throwback Grocery Campaigns](https://www.trendhunter.com/trends/summer-like-its-99.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Retro Snack Rebrands](https://www.trendhunter.com/trends/back-to-nature-1.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md)