The History of Fruit of the Loom
Fruit of the Loom is one of the more recognized American brands today, as well as being the most recognized underwear and sportswear brand. Most companies with a history spanning multiple centuries have had many dramatic changes since their beginning, and Fruit of the Loom is no exception.
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Origin
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Fruit of the Loom started as fabric manufacturer B.B & R Knight in 1871. As more mass-produced items became the norm, the company recognized the marketability of its trademark and licensed it to manufacturers of underwear.
Trademark
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During the mid to late 1800s, artwork drawn by the daughter of Rufus Skeel was used as part of the brand. This would become the trademark fruit label which was to become one of the most well known in the 20th century.
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Union Underwear
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Jacob Goldfarb started Union Underwear Company and bought a license to make Fruit of the Loom underwear in the late 1800s. By the 1950s Union Underwear was the biggest licensee of the brand.
20th Century
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Union Underwear was bought by Philadelphia and Reading Corporation in 1955, which then bought the Fruit of the Loom Licensing Company in 1961 to control the brand. Over the next 20 years Fruit of the Loom would be part of three conglomerates, each larger than the previous one.
21st Century
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Berkshire Hathaway, the company controlled by legendary investor Warren Buffett, acquired the brand when it brought Farely Industries out of bankruptcy in 2002. Farley was in bankruptcy because of massive debt and overexpansion from the 1980s.
Significance
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Fruit of the Loom was one of the first companies to use trademarks, mass marketing and licenses. Union Underwear was one of the pioneers in the use of network TV ads, modern store displays and packaging.
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