Fruit of the Loom has announced a new partnership and licensing agreement with Lamour to manufacture and sell Fruit of the Loom-branded socks for the family.

“This strategic partnership will support our continued growth aspirations within the sock category,” says Melissa Burgess Taylor, chairman and chief executive officer, Fruit of the Loom. “A proven leader in the hosiery category, Lamour will offer innovative products that deliver the comfort, quality and styling for which the Fruit of the Loom brand is known and trusted.” 

“The Lamour Family is honored to be entrusted to continue the legacy of the iconic Fruit of the Loom brand,” says Marty Lieberman, president, Lamour. “Through a strong partnership with Fruit of the Loom and our retail partners, we will deliver exceptional quality and innovation for many years to come.”