Fruit of the Loom to exit American wholesale channel by 2026

Fruit of the Loom, Inc has announced it will phase out Fruit of the Loom branded styles in the North American wholesale channel by early 2026.

According to the company, this strategic decision enables it to concentrate its wholesale efforts on expanding the JERZEES brand, providing customers with a comprehensive one-stop shop offering a ‘good, better, best’ product assortment to meet a wide range of apparel needs.

Jeff Traen, senior director of marketing at Fruit of the Loom, Inc, said: “Over the past few years, we have focused on strengthening the JERZEES brand through targeted investments in product development, marketing, and imagery.

“Our decision to exit the North American wholesale channel with Fruit of the Loom reflects our commitment to creating an enhanced JERZEES portfolio that meets all our customers’ needs in one place.”

Key styles that decorators and customers have come to know and rely on from Fruit of the Loom will be repositioned under the JERZEES brand label.

Throughout 2025, Fruit of the Loom wholesale products will remain available to decorators and customers, ensuring a steady supply of styles and quality.

This strategic shift is focused solely on the North American wholesale market, and the company states it remains committed to the international, retail, and e-commerce presence of the Fruit of the Loom brand.

Fruit of the Loom, Inc will continue to offer inner and outerwear products at retail outlets across the globe, along with wholesale channels throughout Europe.