Fruit of the Loom &
Southwest Airlines

THE PROBLEM:

Travelwear is trendy for looking “first class” in economy, prompting designer brands to charge high prices for comfort. Fruit of the Loom aimed to challenge this.

THE OPPORTUNITY:

We needed a brand activation that showcased Fruit of the Loom as an affordable, comfortable option without luxury prices.

THE BIG IDEA:

We collaborated with Southwest Airlines during the summer travel peak, pricing our Crafted Comfort sweats like designer wear but including Southwest gift cards worth more than the sweats. This led to the limited-edition Getaway Collection: travelwear that offers actual travel.