Subsequent global expansion has seen it evolve into one of the largest textile manufacturing operations in the world, supplying collections of branded apparel to both the retail and imprint markets. Fruit of the Loom Europe currently produces more than 1.6 million T-shirts every week, and holds over 30 million pieces in stock.

The Fruit of the Loom label is recognised and appreciated in countries around the globe as a guarantee of good quality, classic activewear that represents excellent value for money. The brand's European imprint collection has been the industry's number one promotional wear choice since its launch in 1980.

Fruit of the Loom is fully committed to the ongoing development of its product range to meet customers' existing and future demands. The company always pays close attention to customer feedback and market trends to identify opportunities for adding extra value to corporate identity and promotional wear programmes.

 The new product launches in 2008 provide a graphic illustration of Fruit of the Loom's responsive approach to servicing the market's changing demands. For example, the new Screen Stars Original Polo was developed specifically for customers servicing large volume promotions and single-use events. "The polo meets the market's need for an unbeatable value product that also offers reliable quality and no compromises on ethical or environmental standards," Alison Woodvine, European Brand Manager, explains.

Another new style, the Lady-Fit 65/35 Polo answers customers' calls for a women's polo to complete the successful 65/35 Polos range. The two-button shirt is made in the same fabric as the men's 65/35 Polo and 65/35 Pocket Polo. It offers the same durable, easy care properties, including 60°C wash performance, and shares the longer body length and looser fit of the men's polos, too. "Crucially, the new Lady-Fit style is available in seven core corporate colours, which are also available in the men's 65/35 Polo," says Alison Woodvine. "This allows buyers to provide a coordinated uniform solution for an entire workforce."

Fruit of the Loom has also responded to the needs of the schoolwear market, with the launch of its latest Children's style. This provides a well-considered solution to a relatively recent customer conundrum: while pupils like wearing hooded sweatshirts, many schools prohibit the wearing of hooded garments as uniform. Fruit of the Loom's new product development team rose to this particular challenge by designing the new Children's Sweat Jacket. The garment resembles a zip-through hooded sweatshirt, with a stylish turtle-neck in place of the hood. Made in the company's next-generation cotton/polyester fleece, with its unique 100% ringspun cotton facing, the jacket has demonstrated equal appeal for schools and pupils alike.

The Children's Sweat jacket also illustrates how the company has been listening to garment decorators' practical concerns. The garments' full-length front zip is covered; this allows uninterrupted printing across the entire chest area with no risk of damage to screens.

Whilst Fruit of the Loom has launched five new products in 2008, customers can rest assured that their favourite styles and colours are still supported. "Maintaining product continuity and availability are just as important as launching new styles," Alison Woodvine explains. "Many of our customers rely on repeat business and they need to know that the products they are buying this year will be available for the foreseeable future. Our focus is twofold: designing classic, timeless garment styles and colourways that will help our customers to win more business; and ensuring that the availability and consistency of these products is second to none."

Alison adds that the opening of the company's new custom-built manufacturing plant in Morocco will help Fruit of the Loom to raise its product and service levels even higher. Production at the plant, which incorporates the latest environmental friendly and energy efficient manufacturing systems, has just started and is expected to reach full capacity early next year. "The new equipment, systems and controls that have been put in place will allow us to manufacture to the highest production standards. And the plant's close proximity to our European customers and Distribution Centres will allow us even tighter control over product availability," Alison Woodvine comments. "Fruit of the Loom garment quality and availability is about to become better than ever," she concludes.

For further details visit the company's European http://www.fruitoftheloom.eu/), or contact Customer Services: +44 (0)1952 682900.

E-mail: cust_enquiry@ftlte.fruit.com.

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