"Pick up a ladies' T-shirt in a high street store this season and you will notice that it is made from a lighter weight fabric compared with the heavyweight jerseys of the past," says Alison McKenzie, brand director.

"We've translated that trend to the corporate promotional wear market, launching two new styles in a lightweight, sheer cotton fabric, and removing weight from our established cotton/elastane products."

New technology has, in part, prompted the move towards lighter weight ladies' wear fabrics.

"We can now knit lightweight fabrics using finer yarns and knit gauges. These tighter, smoother knits have solved the transparency issues associated with the lightweight fabrics of the past, and provide a superior surface for all types of decoration," adds Alison.

The new Lady-Fit Lightweight T and Lady-Fit Lightweight Hooded T use a new 125/135 gm/m2 100% cotton fabric that has a super soft feel. Both styles are defined by their longer body and lower neckline: the Lady-Fit Lightweight T has a low scoop neck with self-fabric binding, and the Lady-Fit Lightweight Hooded T has a deep V-front opening. Both Ts are available in Black, Deep Navy, Light Pink, Sky Blue, and White, and sizes XS - XL.

The Fruit of the Loom cotton/elastane Lady-Fit T's - the Lady-Fit Crew Neck T, Lady-Fit V-Neck T, Lady-Fit Sleeveless T and Lady-Fit Long Sleeve Crew Neck T - offer sumptuous softness and built in stretch for comfort and shape retention.

For 2009, the company has reduced the weight of the garments' 95% cotton/5% elastane fabric by 20% (from 220/230 gm/m2 to 200/210 gm/m2), restyled the Ts for an improved fit and introduced new, lower necklines. Mint, Apricot, Sunflower and Royal Blue have been added to the colour palette of the Lady-Fit Crew Neck T and Mint, Sunflower and Royal Blue have been added to the V-Neck T, with Royal Blue also now an option for the Lady-Fit Long Sleeve Crew Neck T.

"By altering the T-shirts' fabric, fit and styling in response to market demands, we are ensuring that these four styles remain as up-to-date and well-loved as ever, and that they continue to set the benchmark for contemporary, retail-quality ladies' imprintable activewear," Alison McKenzie comments.

The new Lady-Fit Organic Cotton T - part of the Fruit of the Loom Organic Cotton Ts range, which was launched this year - also uses a lighter weight fabric: in this case, 100% organic cotton, in 140 gm/m2.

"The new fabric is unbleached and undyed, so that it retains its natural appearance," Alison explains. "And every batch of yarn used in the manufacture of the Lady-Fit Organic Cotton T is certified by the Control Union to the Global Organic Textiles Standard (GOTS)."

Like all of the Fruit of the Loom Lady-Fit T-shirts, the new Organic Cotton style has shaped side seams for a comfortable feminine cut and flattering silhouette. It benefits from 1x1 rib binding to the neckline and an attractive printed neck label. The Lady-Fit Organic Cotton T comes in sizes XS - XL.

Visit www.fruitoftheloom.eu or call Customer Services on 01952 682900. E-mail:  cust_enquiry@ftlte.fruit.com

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