Fruit of the Loom has partnered with Lenzing for the launch of its new Fruitful Threads men’s underwear collection which is based on 96% Ecovero viscose fibres.

Ecovero fibres are made from certified renewable wood resources and produced through a sustainable process which generates up to 50% less CO2 emissions and water impact. As such, the fibres have a substantially smaller environmental footprint compared to generic viscose and are EU Ecolabel certified.

Ecovero fibres are also biodegradable in soil, freshwater and marine environments, as well as being compostable in home applications and industrial facilities.

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

The collection is available in three-packs featuring two styles – boxer brief and trunk – in six different colours. Each pack’s suggested retail price is $19.99.

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