Unpretentious Underwear
Role: Art Director | Concept and design | Print | Digital
Premium underwear for the average guy.
When Fruit of the Loom asked us to help launch a new line of premium men’s underwear, putting ads in fancy men’s fashion magazines just seemed like the thing to do. It turns out most of the underwear ads in those magazines are more about style than substance. And since Fruit of the Loom isn’t exactly famous for their haute couture, we went with substance.

“Smell our premium, super-soft ringspun cotton.”
“Take a sniff. Notice the bouquet. It’s a complex mix of pure U.S. grown cotton and cutting-edge spinning technology. with a finish that evokes fresh linens hung on a cool fall morning. Enjoy.”
Copy by Mik Manulik

(Slide to reveal scented strip)

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