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These 'Seek No Further' Shops Pays Subtle Homage to Its Roots

 - Mar 21, 2014
References: dezeen
The 'Seek No Further' label is a new premium line from Fruit of the Loom, offering easy-to-wear and effortless fashions. To launch the label, Fruit of the Loom had Barber and Osgerby, as well as the Universal Design Studio create chic, architectural spaces to reflect the modernity of its new offering. The Seek No Further capsule collection was put together by the former creative director by Dorothée Loermann of the Parisian fashion label 'Surface to Air.' Loermann incited the designers to use unconventional materials that would defy what's typically used in interior retail spaces.

The store also features much bolder abstracted fruit sculptures by Sarah Illenberger for the same effect.

The Seek No Further pop-up stores in Berlin and London will be open for four months.