Last week, American sportswear manufacturer Fruit of the Loom introduced its new pop-up store in Berlin (Torstr. 66). The store will present and sell the capsule collection of the brand’s new label, Seek No Further. The store design has been created by Universal Design Studios, who share a worldwide reputation for their previous work, designing the ACE Hotel in London and the Mulberry store in Singapore. Artist and Illustrator Sarah Illenberger sets up a special installation, reflecting Seek No Further’s attitude. Among the guests were journalists, bloggers, industry leaders and creative director of the new label, Dorothée Loermann, who allowed the guests a glimpse behind the scenes of the brand.

The capsule collection of Seek No Further addresses an intelligent, creative and design-loving customer. All the clothes are designed for an all-encompassing lifestyle with high wear comfort, subtle details and longevity. The heart piece of the collection is the sweater. Underwear served as a source of inspiration for the manufacture and details of the sweater: double reinforcement, framed with a cotton tape provides a stylish impression on the inside and the outside. Special active agents add good quality to the garment, creating a distinctive and outstanding surface, while the idea of the classic sweatshirts is retained.

Another sneak peek at the pop-up store in Berlin (Ragnar Schmuck)
Another sneak peek at the pop-up store in Berlin (Ragnar Schmuck)
Other important pieces of the Seek No Further assortment include the Selvage denim jeans, recycled denim jackets, terry cloth flocks on sweatshirts and TV optics on silk and jersey dresses. The fresh and bright colors of the collection are reminiscent of pear juice, blue water and pink lemonade, which contrast the gray sweatshirts.

The Seek No Further capsule collection is available at the brand’s pop-up stores in London and Berlin from 7th March, 2014.