Fruit of the Loom introduces wood fiber underwear for men

In Kentucky, Fruit of the Loom has partnered with Austrian wood-based textiles maker Lenzing Group to introduce a new line of men’s underpants. Dubbed Fruitful Threads Men’s Underwear Collection, the line is produced using 96% Lenzing Ecovero Viscose fibers. The line’s launch was timed to coincide with Earth Day.

Lenzing Ecovero fibers are made from wood pulp sourced from sustainably managed forests. The fibers boast a 50% reduction in carbon dioxide emissions and water use compared to traditional viscose fibers. Ecovero fibers are also biodegradable in soil, freshwater, and marine environments and compostable in home and industrial composters.

 “We are always looking for creative ways to bring fresh, forever favorites to the Men’s Underwear category,” Fruit of the Loom vice president Angela Dennison tells MR. “With Lenzing’s partnership, we designed a new product that offers a more sustainable and accessible option. This collection encapsulates what is important to the brand – delivering affordable quality.”