Fruity Booty

London-born and female-led, Fruity Booty is on a mission to redefine what underwear and loungewear can be. Throwaway fashion is out of the picture; over 80% of its collections are crafted from surplus fabrics, rescuing end-of-life materials that would otherwise go to waste. It’s all about minimising waste, maximising joy and creating pieces to be cherished forever.

When Hattie Tennant was at university, her shared house drying rack became a point of realisation: nobody's underwear matched their personality. Drab colours, boring cuts and soulless finishes seemed to be the only option, and so Hattie realised there could be space for something much more fun, flirty and personal.

Fruity Booty was born, and ever since, it's been proving that sustainability can come in all the prettiest shades. Our women’s Fruity Booty collection is home to super cute underwear for every day of the week, including comfy Fruity Booty thongs and multipacks that stay sharply on trend with polka dot prints and lace trims. And it doesn’t stop there: Fruity Booty swimwear bring the brand’s playful energy poolside, while softer-than-soft loungewear sets keep you looking flawless on even the laziest of days. Who says conscious can’t be cute?

With a ‘wear what makes you happy’ ethos, Fruity Booty is the brand to put a smile on your face. Shop the women's collection at END. below.