The Classic Undershirt Gets Redesigned To Always Stay Tucked

Fruit of the Loom Encourages Consumers to Put Their Tee to the Test

May 27, 2015, 09:00 ET from Fruit of the Loom

BOWLING GREEN, Ky., May 27, 2015 /PRNewswire/ -- Fruit of the Loom announced today the release of its latest product update – the men's classic Crew and V-neck undershirt.  The redesign, a result of consumer feedback on comfort and fit, addresses several unsightly undershirt woes including the 'spare tire' from shirt bunching and 'batwings' from stretched armholes. But the brand did not stop there to provide an improved fit to the classic tee for men everywhere.      

According to research conducted by the brand, men report that one of their biggest frustrations is when their undershirt rides up and becomes untucked. In fact, around sixty percent1 cite "staying tucked" is important to undershirt consideration. As a result, the "tuckability" of a shirt is a major factor when making a purchase. Following is a complete list of improvements made to the iconic undershirt:

  • A perfected length so the shirt stays tucked all day 
  • Reshaping of the sleeves to better contour to the body
  • Reengineered collar to provide added durability and a lay flat appearance 
  • New EverSoft fabric for an even softer feel
  • A brighter white for a clean and crisp appearance.

In follow-up wear testing, customers indicated that the Fruit of the Loom updated crew solved their tuck and fit problems, providing a solution where there wasn't one before.

"At Fruit of the Loom we are obsessed with making great products for consumers so they can look and feel their best," said Melissa Burgess-Taylor, Senior Vice President of Brand Management at Fruit of the Loom. "Our reinvented stay-tucked Crew and V-neck, provide men with an improved fit that makes the daily wearing experience better than ever."

PUT THE TUCK TO THE TEST  
To demonstrate that the updated Crew and V-Neck can stand up to its stay tucked claim, Fruit of the Loom is challenging consumers to put the tuck to the test at this year's X Games Austin, taking place June 4 – 7 at Circuit of the Americas (COTA) in Austin, Texas with live coverage on ESPN and ABC. Pro-athlete, motorsports competitor Travis Pastrana will be onsite June 6th during the games to put the tuck to the test on a mechanical bull and encourage attendees to do the same.

"I am really excited to be putting Fruit of the Loom's new tee to the tuck test at this year's X Games," said Travis Pastrana. "I am inviting all my fans to come out and see me get bucked while trying to stay tucked!"

Fans will have a chance to ride a mechanical bull while wearing the stay-tucked undershirt with a leaderboard keeping track of the top riders for the weekend. Upon purchase from any retailer on site at X Games Austin, consumers can also receive a voucher to redeem a free sample of the Fruit of the Loom updated tee.

For more information on the stay-tucked Crew and V-neck, please visit Fruit.com. To join the social conversation, follow @FruitoftheLoom and use the hashtag #TuckTest to let us know how your tee withstands even the harshest of tucks.

About the Men's Updated Crew Tee   
Men's Crew/V-neck Neck Tee

  • Sizes: S-2XL
  • Price: $13.99/6 pack
  • Retail Availability: Wal-Mart, Walmart.com, Target, Target.com

About Fruit of the Loom   
Fruit of the Loom® knows the power of positive underwear. That's why we've been helping families pull on a daily pick-me-up for over 160 years. We make colorful, smile-inducing, clothes with fits that won't quit. And we're wallet-friendly too. From hipsters to hoodies, boxers to bras, and sleepwear to socks, our clothes are made so you can grab the world by the waistband and start your day happy. For more information on Fruit of the Loom, visit www.fruit.com.

12008/2012 Men's UW Category Studies

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SOURCE Fruit of the Loom



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