Fruit of the Loom x Southwest Airlines The Get Away Collection
The Get Away Collection: The first luxe travel set that actually comes with travel
Fruit of the Loom is proud of their ability to make quality accessible to all. But there are a lot of brands that promise more for less…so we found a niche that made their message much louder and more relevant to their growth audience: the travel space.
Sweat sets had become the uniform for travel. Every publication had their “best sweats for travel” article, but they were priced from $100–500 dollars for a sweatshirt and sweatpants! If people are spending that much for quality travel sweats, they have way less left in their wallets for their vacations.
Fruit of the Loom had something to prove in this space—and there was another brand in the travel industry that could give us a bigger audience and a bigger message—an equally democratic brand with a similar mission—Southwest Airlines.
Together we called out the irony of spending hundreds of dollars on travel sweats and gave people a better option.
Approach: Finally, getaway clothes that actually get you away
Finally, getaway clothes that actually get you away
Luxury fashion brands are selling “travel sweats” for sky-high prices, leaving you with no money to go anywhere. That would never fly with a brand like Fruit of the Loom.
To shine a spotlight on the absurdity of paying hundreds for travel sweats, we created the Get Away Collection, Fruit of the Loom’s premium Crafted Comfort sweats priced high like the other guys, but with something more: a Southwest Airlines gift card.
We teased the drop with hilarious TikToks by influencer @richcaroline and a bougie travel shoot with our friends at Southwest Airlines.
Results
2,100 people signed up to find out what a brand like Fruit of the Loom was doing in the luxury space. And the collection took off, selling out in under three minutes.
“The collab targets Gen Z and millennials 23–34 years old who want affordable, luxury travel wear. Needless to say, items flew off the (virtual) shelves.”
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