Fruity Booty Brings Sustainable, Softer Intimates to New York Pop-Up

Fruity Booty’s New York pop-up landed in NoLIta with the easy confidence of a label that understands where intimates are headed: away from the hard sell of overt seduction and toward pieces that feel softer, more wearable and a little more fun to keep on after the morning rush. The London-based brand, founded in 2017 by Hattie Tennant, has built its identity around underwear that looks polished without feeling precious, the kind of lingerie that slides naturally into a real wardrobe instead of performing for someone else’s gaze.

That shift has been baked into the brand’s expansion. Fruity Booty began with female-centric lingerie, then moved into swimwear in 2022, added ready-to-wear over the last few seasons and introduced a fall 2024 sleepwear assortment. The result is a label with a broader lifestyle reach than a typical intimates line, with pieces that can move from the top drawer to the beach bag to the sofa without losing the point. Its own description is telling: a female-led project making underwear, swimwear, clothing and small things to go with them, with an experimental, collaborative approach that has included limited-edition work with like-minded artists.

The appeal is not only aesthetic, but practical. Fruity Booty says more than 80 percent of its products are made from surplus fabrics and materials that would otherwise have gone to landfill, sourced from UK suppliers, and that it produces limited quantities to avoid overproduction. The company also says all underwear is made in Porto, Portugal, while clothing is mostly made there as well, with some exceptions ethically made in India. On its sustainability pages, the brand says it is not “fully sustainable,” but aims to be the next best alternative to vintage or second-hand underwear, a framing that feels more honest than polished green marketing and fits the more considered mood around contemporary lingerie.

The New York stop was Fruity Booty’s second time setting up shop in the city, following a previous pop-up in SoHo at 262 Mott Street. The brand’s website later listed a New York run at the same address from April 30 to May 10, 2026, with a Los Angeles stop to follow from May 15 to 17, 2026. Selective retail partners including SSENSE, END Clothing, Gabrielle Pecco, Mirabelle, Jake & Jones and Meadows Studio have helped carry the label beyond the pop-up circuit, but the core proposition remains the same: lingerie that feels less like a proposition and more like an everyday habit.