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FRUIT OF THE LOOM ANNOUNCES NEW PRODUCTS FOR THE ACTIVEWEAR SCREENPRINT MARKET

 CHICAGO, Sept. 20 /PRNewswire/ -- Fruit of the Loom, Inc. (AMEX: FTL), one of the world's leading manufacturers and marketers of basic family apparel, today announced several new products for its industry-leading activewear apparel line as part of an integrated product/pricing strategy for its 1994 activewear T-shirt line.
 As the consumer mv?es toward an increased demand for 100 percent cotton products, Fruit of the Loom has expanded its product offerings in the 100 percent cotton imprint activewear category to include four distinct product weights. The two new weights in activewear garments introduced today include an ultra-premium weight collection (T-shirt, mock turtleneck and shorts) as well as a new Value- Weight(TM) T-shirt (4.8 oz.). The products begin shipping at the end of October. In addition, two new ladies styles in the existing premium- weight line are also being introduced.
 The introduction of these products allows the company to segment the market along new lines and realign prices to more effectively service each segment. Effective immediately, prices on a limited number of existing products will be adjusted to offer the customer a broad range of pricing alternatives and the best value to be found in the industry. The company believes that this new, integrated product/pricing strategy will result in a distinct competitive advantage, leading to increased sales and profits and increased market share.
 Along with new introductions in imprint activewear, the company has an aggressive schedule for product rollouts in casualwear and will also launch the Wilson(R) brand sportswear line in 1994. Over 30 new athletic styles for men and youth, all unique to Wilson, will be introduced, including football, baseball and hockey jerseys. Basic heavyweight jersey and fleece shirts, shorts and pants will also be offered.
 More than 50 new styles will be added to Fruit of the Loom's casualwear line in 1994, including jam shorts and baseball T-shirts for men, shorts, lycra pants and ribbed tops for ladies, roll-sleeve T-shirts and flared waist style shorts for girls and long shorts and baseball shirts for boys.
 Fruit of the Loom is a vertically integrated international manufacturer and marketer of quality activewear and casualwear for the imprinted and retail markets, men's and boys' underwear and women's and girls' underwear. The company holds the leading market share position in men's and boys' underwear and activewear T-shirts, and a significant position in ladies' and girls' underwear, fleece and socks. The company employs approximately 33,400 people in over 50 locations worldwide. Principal brand names include FRUIT OF THE LOOM(R), BVD(R), SCREEN STARS(R), and MUNSINGWEAR(R). The company is also a leading manufacturer of infants' and toddlers' underwear and family socks, using the FRUIT OF THE LOOM brand name. All Fruit of the Loom products are "unconditionally guaranteed."
 -0- 9/20/93
 /CONTACT: Mark A. Steinkrauss, vice president-investor relations of Fruit of the Loom, 312-993-1889; Fax: 312-993-1749/
 (FTL)


CO: Fruit of the Loom, Inc. ST: Illinois IN: REA SU: PDT

LD -- NY103 -- 3884 09/20/93 17:34 EDT
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Publication:PR Newswire
Date:Sep 20, 1993
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