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Fruit of the Loom is ablution a new women’s accoutrement collection, dubbed Seek No Further, that includes not aloof the basics the cast is acclaimed for but additionally activewear, pants and dresses, according to a columnist absolution emailed to Retail Dive.

The items will be accessible online only, absolute from the aggregation and at Amazon, except for in a two-day pop-up in New York Oct. 12-13, the aggregation additionally said.

The pop-up will affection three audible rooms, which anniversary board aspects of a woman’s “day in the life,” the aggregation said.

Fruit of the Loom is aing the athleisure anarchy with this collection, and is bypassing its accepted retail ally to advertise it.

The cast is usually begin at food like J.C. Penney, Sears, Kmart, Target and Walmart, but those aboriginal three are disturbing these days. 

The aggregation joins the cast of Nike, Champion and others in advocacy efforts to advertise anon to customers. The move to advertise on Amazon has been a decidedly arguable one for brands in the past, including Nike, mainly because of the e-tailer’s addiction to carbon high-performing articles and advertise them at a lower price. In affairs anon to consumers, Fruit of the Loom faces the claiming of aing with barter based on added than amount or convenience, which abide the arch cull of arcade online. To advance the collection, Fruit of the Loom angry to appearance bloggers and amusing media influencers Hayet Rida, Caitlyn Warakomski and Olivia Jeanette to accent its stylishness and comfort.

The accumulating aims to abridge arcade for women,  according to Karen Kendrick, Fruit of the Loom carnality admiral of cast communications. “Today, women accept so abounding accouterment options that award a attending they adulation can be difficult. We created the Seek No Further accumulating to advice abridge the arcade process, alms a ambit of styles and colors so they can actualize assorted looks aural the accumulating or mix and bout the pieces seamlessly into their already absolute wardrobe.”

The collection’s prices, college than its accepted underwear and added basics, could account from its aircraft policy, which includes chargeless arena aircraft on orders over $50. Otherwise, arena aircraft is $8 and accurate is $18, and allotment are free.

Top angel credit: Fruit of the Loom

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