“There was obviously a hole in the market,” said Fruit of the Loom’s John Shivel. He’s talking about that empty space in between a $9 pack of Hanes tank tops and the $45 James Perse version, and he’s right. So when superstar celebrity stylist Leslie Fremar—yes, that’s her on the cover of The Hollywood Reporter with client Charlize Theron—called and said she’d like to work with them on a new line of tees, Fruit of the Loom jumped at the opportunity. After a test run of just three styles in 11 Bloomingdales stores flew off shelves, they’ve expanded the collection and landed in every Bloomingdales.
Fremar got in touch with the brand almost three years ago, and it took twenty-five fit sessions and endless fabric tests to get the perfect product. Shivel noted that the reason Fremar’s so good at her job is because of her obsession with fit, and that she approached the t-shirts like she does a red carpet dress, draping, tucking and hand pinning everything herself. Where do the sleeves hit? How does it hang? Where does it cut off? And since the pieces are made to be layered, each neckline is just slightly lower than the one before.
As a tribute to Fremar’s all time favorite t-shirts—those impossibly soft $345 gems from The Row—each Leslie Fremar for Fruit of the Loom tee features a French seam down the back. You can snag these, however, for about $320 less. The tanks retail for $22 (or three for $50) and the most expensive item, a swinging, low-cut black jersey dress, tops out at $50. Everything hits shelves this month.