Fruit Of The Loom was once one of the most widely sold apparel brands on the planet, known for their plain lines of t-shirts, vests and underwear. At their peak, they sold over $2bn of product a year. But in the late 90s brands like Uniqlo and H&M began to eat into FOTL with more youthful and stylish takes on the essentials and FOTL filed for bankruptcy in ‘99. And although they still sell millions of products worldwide, they are all but unknown by new generations of fashion-forward consumers.