CreatripTeam

Highlight Brands to launch the American lifestyle brand 'Fruit of the Loom®' in South Korea. Known for its iconic fruit logo, the brand offers high-quality and eco-friendly apparel, including activewear and homewear. Highlight Brands plans a full launch by Spring/Summer 2025, aiming to expand into various categories like American vintage athletic wear and cotton-based homewear tailored for Asian body types. The company seeks to capture the total lifestyle market by leveraging the strong heritage and trends of Fruit of the Loom, enhancing consumer interest with unique graphics and distinct styles. The introduction was facilitated through a licensing and distribution agreement with Itochu Corporation.