Bowling Green, Kentucky—Fruit of the Loom, Inc., announced that it will phase out Fruit of the Loom® branded styles in the North American wholesale channel by early 2026.
This strategic decision enables the company to concentrate its wholesale efforts on expanding the JERZEES® brand, providing customers with a comprehensive one-stop shop offering a “good, better, best” product assortment to meet a wide range of apparel needs.
“Over the past few years, we have focused on strengthening the JERZEES® brand through targeted investments in product development, marketing, and imagery,” says Jeff Traen, Sr. Director Marketing at Fruit of the Loom, Inc. “Our decision to exit the North American wholesale channel with Fruit of the Loom® reflects our commitment to creating an enhanced JERZEES® portfolio that meets all our customers’ needs in one place.”
Key styles that decorators and customers have come to know and rely on from Fruit of the Loom® will be repositioned under the JERZEES® brand label, continuing the Company’s dedication to quality, value, and convenience.
Throughout 2025, Fruit of the Loom® wholesale products will remain available to decorators and customers, ensuring a steady supply of beloved styles and familiar quality. Distributors in the US and Canada such as American T-Shirt Co., The Apparel Source, Inc., Carolina Made, Inc., Mission Imprintables, One Stop, Inc., Wholesale Printables, Quality Sportswear Ltd., Hotline Apparel and Toba Sportswear will continue to offer these trusted products through the transition period.
This strategic shift focused solely on the North American wholesale market, and the Company remains committed to the international, retail, and ecommerce presence of the Fruit of the Loom® brand. The Company will continue to offer Well made. Well priced. ™ inner and outerwear products at retail outlets across the globe, along with wholesale channels throughout Europe, where Fruit of the Loom® products have built a loyal following.
