Printwear & Promotion The Total Promotional Package
Fruit of the Loom is celebrating its 175th anniversary with the launch of its new “Grown Together” campaign.
The initiative highlights the brand’s long-standing relationship with partners, customers and retailers across the textile and printwear industry.
The campaign, which debuted on May 5, combines real product photography with digitally controlled imagery through a newly developed AI hybrid production process created in partnership with creative agency HCP GRAUWILD.
Fruit of the Loom’s 2026 range includes T shirts, sweatshirts, polo shirts and childrenswear in more than 50 colourways, including soft lavender, college green and sunflower.
All colours are produced in the brand’s own Moroccan dyehouse and tested for consistency. The garments are designed specifically for decoration methods such as screen printing, DTG and transfer printing, with sizes ranging from XS to 5XL and fabric weights spanning 140 to 400gsm.
Oversized fruits inspired by the company’s logo feature prominently throughout the campaign visuals, which will appear across digital, social and traditional marketing channels during the anniversary year.
Christian Lanvermann, senior marketing manager at Fruit of the Loom Europe, said: “The approach gave us the opportunity to rethink content in a new and contemporary way.
“Greater flexibility, greater speed and reliable product representation come together meaningfully for the first time.”
