Fruity Booty Makes Undies Fun Again

Fashion : Meet

03 November 2021

We've come a long way from our childhood days of buying Monday-Friday labelled underwear and yet, can we deny the satisfaction we felt when wearing the right pair of undies on the corresponding days?! But somewhere between uninspiring white cotton undies and over-the-top lacy balcony bras, buying underwear has been reduced to another item on our to-do lists – a chore when the old ones needed to be tossed out, at a time when 'sustainability' didn't exist as it does today. But Fruity Booty, a London-based intimates label, is changing our tune. As you can tell from their name, Fruity Booty is all about bringing the fun back to everyday underwear in a sustainably-minded way. Launched in 2018, friends and co-founders Hattie Tennant and Minna Bunting started Fruity Booty after they found their own personal underwear shopping experiences "pretty uninspiring and confidence-sapping", motivating them to "make sustainable undies sexy – and to provide an unfiltered, relatable shopping experience different from all other brands."

With their playful designs in an array of colours and patterns, it's easy to see what we've been missing all along. Their modern-day approach has also led them to be as environmentally-conscious as possible: Over 80% of Fruity Booty products are made from surplus fabrics and materials, half made locally in East London, the other half in Porto, Portugal. And it's no easy feat. As Hattie puts it, "You can’t remake something that you may only find 5 meters of and it is really hit and miss what you find – and in terms of growing as a business, it is difficult." On the other hand, it pays off when you "get to essentially turn something that was going into the bin into something beautiful."

Keep reading to find out more about Hattie, one half of the duo leading the way on sexy sustainable undies.

What is a book that you always come back to and why?
If I Could Tell You One Thing - it’s a book of encounters with remarkable people and their advice. It’s very easy to dip in and out of. I find it very funny, but it also has some amazing nuggets of wisdom that have stuck with me for a long time.

What is your morning ritual like?
Nothing out of the ordinary, wake up, brush my teeth in the shower, get on the tube to work and pick up a coffee en route. If I’m having a pro-active week I try to fit in some yoga or a run...but this normally goes out the window especially in the winter.

What is the best piece of advice you've received?
Don’t ask too many people for their advice.

What is an ongoing goal of yours?
Our sustainable development.

What's your party trick?
Eek…not sure I have one. I’m really good at guessing what’s inside boxes/parcels before I’ve opened them?! Niche and quite lame.

If you could travel anywhere right now, where would it be?
I really want to go to Dublin. I’m looking into it for New Year’s Eve, but everything is so booked up and expensive.

Name something that you're grateful for.
Our amazing customers, they rock our world.

Name three things that you can't live without.
Friends, family and food.

Shop Fruity Booty underwear here.