p26-44 Ladieswear:Layout 1 14/04/2009 13:18 Page 34
FOCUS ON WOMENSWEAR
FRUIT OF THE LOOM
LF Lightweight T 2
New lighter weight Lady-Fit Ts
Fruit of the Loom has launched three new lighter
LF Organic Cotton T
weight Lady-Fit T-shirt styles, and revamped its
successful range of Lady-Fit cotton/elastane Ts, in
line with current consumer preferences.
“Pick up a ladies’ T-shirt in a high street store this
season and you will notice that it is made from a
lighter weight fabric compared with the
heavyweight jerseys of the past,” says Alison
McKenzie, brand director.
“We’ve translated that trend to the corporate
promotional wear market, launching two new
styles in a lightweight, sheer cotton fabric, and
removing weight from our established
cotton/elastane products.”
New technology has, in part, prompted the move
towards lighter weight ladies’ wear fabrics.
“We can now knit lightweight fabrics using finer
yarns and knit gauges. These tighter, smoother
knits have solved the transparency issues
associated with the lightweight fabrics of the past,
and provide a superior surface for all types of
decoration,” adds Alison.
The new Lady-Fit Lightweight T and Lady-Fit
Lightweight Hooded T use a new 125/135 gm/m
2
100% cotton fabric that has a super soft feel.
Both styles are defined by their longer body and
lower neckline: the Lady-Fit Lightweight T has a
low scoop neck with self-fabric binding, and the
Lady-Fit Lightweight Hooded T has a deep V-front
opening. Both Ts are available in Black, Deep in stretch for comfort and shape retention.
Navy, Light Pink, Sky Blue, and White, and sizes XS For 2009, the company has reduced the weight of
- XL. the garments’ 95% cotton/5% elastane fabric by
The Fruit of the Loom cotton/elastane Lady-Fit T’s 20% (from 220/230 gm/m2 to 200/210 gm/m
2
),
– the Lady-Fit Crew Neck T, Lady-Fit V-Neck T, restyled the Ts for an improved fit and introduced
Lady-Fit Sleeveless T and Lady-Fit Long Sleeve new, lower necklines. Mint, Apricot, Sunflower and
Crew Neck T – offer sumptuous softness and built Royal Blue have been added to the colour palette
of the Lady-Fit Crew Neck T and Mint, Sunflower
and Royal Blue have been added to the V-Neck T,
LF Crew Neck T 2 shown here with Royal Blue also now an option for the Lady-
in new colour, Sunflower
Fit Long Sleeve Crew Neck T.
“By altering the T-shirts’ fabric, fit and styling in
response to market demands, we are ensuring that
these four styles remain as up-to-date and well-
loved as ever, and that they continue to set the
benchmark for contemporary, retail-quality ladies’
imprintable activewear,” Alison McKenzie
comments.
The new Lady-Fit Organic Cotton T – part of the
Fruit of the Loom Organic Cotton Ts range, which
was launched this year – also uses a lighter
weight fabric: in this case, 100% organic cotton,
in 140 gm/m
2
.
“The new fabric is unbleached and undyed, so
that it retains its natural appearance,” Alison
explains. “And every batch of yarn used in the
manufacture of the Lady-Fit Organic Cotton T is
certified by the Control Union to the Global
Organic Textiles Standard (GOTS).”
Like all of the Fruit of the Loom Lady-Fit T-shirts,
the new Organic Cotton style has shaped side
seams for a comfortable feminine cut and
flattering silhouette. It benefits from 1x1 rib
binding to the neckline and an attractive printed
neck label. The Lady-Fit Organic Cotton T comes in
sizes XS - XL.
Visit www.fruitoftheloom.eu or call Customer
Services on 01952 682900. E-mail:
cust_enquiry@ftlte.fruit.com
| 34 | May 2009 www.printwearandpromotion.co.uk
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