Fruity Booty

Founded by Minna Bunting and Hattie Tennant in 2017, Fruity Booty is a label that celebrates the individuality of women. It shows a diversity of women in its campaigns, which celebrate women as they are and avoid airbrushing.

Fruity Booty is striving to do everything it can to minimise its negative impacts on the planet and to enable its customers to do the same. More than 80% of Fruity Booty products are made from surplus fabrics and materials, which would otherwise have gone to landfill, sourced from suppliers in the UK. The rest of the brand’s pieces are created from conscious material suppliers. It produces limited quantities of all products to avoid waste from overproduction.

Fruity Booty does not allow single-use plastic in its supply chain. The company receives its products from its manufacturer in recycled packaging, and sends all of its orders in recyclable paper mailing bags. It’s working with Greenr to offset as much of its carbon footprint as it can.

Half of Fruity Booty’s pieces are manufactured in a small factory in east London. The other half are produced in a specialised factory that has been making underwear for more than 30 years in a village in Porto, Portugal. Being close to home allows the company to minimise its carbon footprint, oversee production, ensure practices are as promised, and guarantee design and quality are never compromised.