Fruit of the Loom has announced it will phase out Fruit of the Loom branded styles in the North American wholesale channel by early 2026. The company says it remains committed to the international, retail, and e-commerce presence of the Fruit of the Loom brand.
This strategic decision enables it 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,” according to the company. Key styles from Fruit of the Loom will be repositioned under the Jerzees brand label.
“During the past few years, we have focused on strengthening the Jerzees brand through targeted investments in product development, marketing, and imagery,” says Jeff Traen, senior director of Marketing at Fruit of the Loom. “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.”
Throughout 2025, Fruit of the Loom wholesale products will remain available to decorators and customers. Distributors in the US and Canada including 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 products through the transition period.
A version of this press release was originally published by Fruit of the Loom.
