Is Fruit of the Loom going high end?

Is Fruit of the Loom going high end? We talked recently about brands reaching out to a new niche, and it looks like the undergarment brand is testing out waters in the fashion world, with ‘90s inspired capsule clothing line Seek No Further. The spin off brand will be sold in pop ups in Berlin and London with price tags ranging from $70 to $415. (Fast Co. Design)