Fruity Booty
Bold prints, deadstock fabrics, and Gen-Z energy from East London
The East London Brand That Designs Underwear for the Female Gaze
Fruity Booty was launched in late 2017 by Hattie Tennant, fresh out of university, after a realization shared by many young women: underwear was overwhelmingly designed through the male gaze, and none of the options reflected how she and her friends actually wanted to feel. Living in a house with eight other girls, Tennant noticed that none of them wore underwear they were genuinely excited about. The market offered either performative sexiness designed for someone else's benefit or dull basics that prioritized function over personality. Fruity Booty set out to create a third option: underwear that's bold, comfortable, sustainable, and designed entirely for the person wearing it.
What Makes Fruity Booty Different
Fruity Booty's design process is backwards by industry standards — and better for it. Rather than designing a print and sourcing matching fabric, the brand sources deadstock and surplus materials first, then designs around what they find. More than 80% of Fruity Booty products are made from fabrics that would otherwise have gone to landfill, sourced from suppliers across the UK. This constraint produces collections with a distinctive, unpredictable energy — bold florals, unexpected color combinations, retro prints — that could only come from designing with found materials. Everything is sewn in a local studio in East London, keeping the supply chain tight and transparent.
Key Product Lines
The Classic Thong and Bikini Brief are the foundation — playful, colorful, and made from deadstock fabrics in constantly rotating prints. Bralettes bring the same design energy to the top half. Loungewear and clothing extend the Fruity Booty aesthetic beyond underwear. Swimwear applies the deadstock philosophy to bikinis and one-pieces. Each collection is inherently limited-edition, since the deadstock sourcing means prints can't be repeated once the fabric runs out.
Who Fruity Booty Is Best For
Fruity Booty is for the Gen-Z and young millennial shopper who wants her underwear to reflect her values without being boring about it. If you care about sustainability but roll your eyes at beige organic cotton, if you want colorful prints that make you smile when you open your underwear drawer, and if you believe fashion can be fun and responsible simultaneously, Fruity Booty delivers. The brand's East London spirit — irreverent, creative, community-driven — appeals to anyone who finds mainstream lingerie brands either too corporate or too try-hard.
Price and Sizing
Underwear from $16 to $32, bralettes from $28 to $48, swimwear from $38 to $65. Sizes run XS through XL. The pricing is deliberately accessible — Tennant believes sustainable fashion shouldn't be a premium-only proposition, and the deadstock sourcing model helps keep costs down while reducing environmental impact.