Agency

GSD&M

Industry

Travel & Apparel

Project

Brand Development
& Product Launch

A Brand Partnership

30000 ft. In The Making

Taking Fruit From Runway To Runway

When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection that put money back into the pockets of travelers… literally

  • Travelwear had become a cultural trend—designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.

  • To stay relevant, Fruit needed to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool—without losing the brand’s cheeky tone.

  • We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest® gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.

  • The campaign launched as a limited drop, supported with digital and social activations during peak travel season. The Getaway Collection sold out in minutes, drove massive earned media impressions, spiked website traffic, and positioned both brands as champions of comfort and value at scale.

Meet Phil Klein

We worked with conceptual photographer Phil Klein for a low-budget faux-fashion shoot that mocked luxury brands cliche photography.

Posh Packaging

To invoke the spirit of ultra luxury and convey a premium experience to customers we packed them custom cases made with a velvety feeling soft-touch laminate and embossed uv printed graphics.

Working With

Caroline Ricke (aka) RichCaroline


We partnered with comedic influencer and satirist @RichCaroline, whose Gen Z energy, sharp irreverence, and unshakable confidence made her the perfect fit. Her content—often poking fun at the ultra-wealthy—aligned seamlessly with our activation, propelling the Getaway Collection to new heights when she shared it with her 3.2 million followers.

Results

After the launch of the Getaway Collection Fruit of the Loom received a first-class treatment across digital and social where the results really took off.

SOLD OUT

3mins.

After launching on fruit’s website

Reached

272m.

Total impressions across the campaign

SPIKED

115%

Website traffic lift during launch

STREAMED

5m.

TikTok views driven by @RichCaroline

RESOLD

x4

On eBay for nearly double price

OVER

2.1k.

Email sign-ups during launch surge

UNPACKED

3new

Products after the one-off becames ongoing

SHORTLISTED

One Show

For brand partnerships recognition

Media Coverage

SO WHAT’S NEXT?

From hijacking the hottest summer trends with Fruit and Southwest, from giving Fruit of the Loom a fit check to taking center stage at the GRAMMYS with IBM—see how we earned cultural relevance.
Fruit Case Study

SO WHAT’S NEXT?

From hijacking the hottest summer trends with Fruit and Southwest, from giving Fruit of the Loom a fit check to taking center stage at the GRAMMYS with IBM—see how we earned cultural relevance.
IBM Case Study

SO WHAT’S NEXT?

From hijacking the hottest summer trends with Fruit and Southwest, from giving Fruit of the Loom a fit check to taking center stage at the GRAMMYS with IBM—see how we earned cultural relevance.

Fruit Case Study

SO WHAT’S NEXT?

From hijacking the hottest summer trends with Fruit and Southwest, from giving Fruit of the Loom a fit check to taking center stage at the GRAMMYS with IBM—see how we earned cultural relevance.

IBM Case Study