The Underoos brand was originally launched by Fruit of the Loom in 1978 and quickly became known as “The Underwear That’s Fun to Wear!” It was designed as matching underwear top and bottoms sets that allowed kids to dress like their favorite superheroes. The brand quickly grew into a cultural phenomenon, expanding beyond superheroes into a wide range of entertainment properties and selling over 126 million units by the end of the 1980s. Known for inspiring imagination and play, Underoos have remained an iconic and recognizable brand, evolving over time with new product formats like character boxer briefs and expanded retail distribution. In more recent years, adult size ranges capitalized on the iconic nostalgia of the Underoos brand.

Large, big-box retailers that carry a broad range of products. Ex: Walmart, Target, and Tesco.

Slightly more value-focused than high-end department stores. Ex: Kohl’s, and Dillard’s.

Sell surplus or out-of-season merchandise at lower prices. Ex: T.J. Maxx, Ross, Marshalls, and Outlet Malls.

Focused on clothing, footwear, and athleisure for men, women, and children. Ex: Gap, Foot Locker, Lululemon, Uniqlo, H&M

Trend-driven apparel retailers offering affordable, frequently updated collections. Ex: H&M, Zara, SHEIN, Forever 21, Primark, Fashion Nova

Broad online marketplaces, often with global reach. Ex.: Amazon, eBay, Alibaba, and Mercado Libre.

Selling directly to consumers without 3rd-party retailers. Ex.: Brand-owned e-commerce sites, subscription boxes (Dollar Shave Club), and brand pop-ups.

Underoos

Fruit of the Loom: A Legacy of Trust, A Future of Opportunity

For over 170 years, Fruit of the Loom has been a symbol of quality, comfort, and everyday value. As one of the most recognized and respected names in apparel, the brand has built a legacy rooted in American heritage and global appeal. 
Today, Fruit of the Loom is more than just a label—it’s a lifestyle brand trusted by millions across generations.

Why License Fruit of the Loom?
Unmatched Brand Recognition: With near-universal awareness and a reputation for reliability, Fruit of the Loom offers instant credibility in any market.
Global Reach: Our products are sold in over 80 countries, supported by a vertically integrated supply chain that ensures consistency, scalability, and speed to market.

Diverse Product Portfolio: From innerwear and activewear to casualwear and kids’ apparel, the brand spans multiple categories with room for innovation and expansion.
Values-Driven Culture: We lead with integrity, respect, and a passion for exceeding expectations—values that extend to every licensing partnership we form.

The Opportunity
Now available for licensing opportunities on Negosh, Fruit of the Loom means aligning with a brand that consumers already know and trust. Whether you're looking to expand into new categories, enter emerging markets, or co-create innovative collabs, we offer the brand equity, operational support, and collaborative spirit to help you succeed.

We invite you to reach out to explore how we can leverage our brand with your ideas in innovative ways!

Fruit of the Loom 

For more than 100 years, Vanity Fair® intimate apparel has been redefining how women feel in their own skin, empowering them to live a vibrant, full life. Trusted for premium quality and an enlightened understanding of women's fit and comfort needs, we lead with her in mind. 

Vanity Fair is ranked 5th in the total Intimates category, and we are the #1 smoothing underwire bra and the #1 panty in the US! 


Stores focused on specific product verticals or hobbies.

Stores focused on broad reach and/or price sensitivity.

Bulk or club buying model with membership-based retail. Ex: Costco, Sam’s Club, and BJ’s Wholesale Club,

Vanity Fair 

Since 1876, we have been true to the game. We ignite the inner confidence that lives in athletes of all levels, across the globe, and enable them to play their best game. We protect the integrity of sport because of our passion for the will behind the work. Our heritage of quality products is what makes us stand out and you excel. Explore our journey to discover why we are an icon in sports and innovation.

Spalding

At the turn of the century in Alabama, cotton was king, but football was a close second. For Benjamin Russell, growing up in Alexander City, Alabama was tough. After a fire in 1902 that destroyed most of Alex City, Russell rallied to build a hospital, hotel, laundry, grocery store, bakery, and telephone operation. The town helped shape the brand's legacy and commitment to community, sports, and overcoming adversity. Russell Athletic was born on the playing fields of America. Today, Russell Athletic embodies Benjamin Russell's spirit by working with communities and supporting teams, whether that team be at home, school, or work. We deliver incredible value to our consumer's by making quality athletic apparel with technical features and benefits for optimum performance.

Underoos

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