SOCIAL
Ask: Come up with a social first, attention grabbing idea that re-introduces Gen Z to Fruit Of The Loom.
Insight: Y2k hip hop fashion has made a comeback amongst Gen Z
Client : Fruit of the loom
#InMyWhiteTee Limited Edition Re-Release
Some trends never die—they just wait for the right moment to make a comeback. Fruit of the Loom is bringing back the iconic long tall white tee for a limited-time drop, paying homage to the early 2000s era of hazy camcorder videos, block party dance battles, and Black and brown youth redefining street style.
The tall white tee wasn’t just a fashion statement—it was a cultural moment. It was in the clubs, on the corners, in music videos, and at every house party. Now, we’re inviting Gen Z to step into the throwback, remix the aesthetic, and bring new energy to a timeless look.
The Official Relaunch
A limited drop of the Fruit of the Loom Long Tall White Tee, designed exactly how you remember it—oversized, crisp, and effortlessly fresh.
Y2K-Inspired Content – We’re challenging creators to recreate the golden era with low-res, grainy footage, fisheye lenses, and classic dance moves. Think: “lean wit rock wit it”, airbrushed backdrops, and MySpace poses.
The #InMyWhiteT Challenge – Encouraging creators to show out in their tall tees with era-inspired fits, dance videos, and retro-style photo shoots.
The culture made the tall white tee an undeniable staple. Now it’s back for a new generation to claim it, remix it, and make it their own.
#InMyWhiteT #TallTeeRelaunch #FruitOfTheLoom #Y2KStyle
OOH Advertising - mimicing urban spray paint aesthetics from the early 2000's. Relying on local Graffitti Artists commisioned to “tag the city. Giving content creators and nostalgic fashion gurus backdrops for their photoshoots