Fruity Booty Launches Beech Tree Pulp Unmentionables


In London, intimates apparel brand Fruity Booty has released a collection of underwear using modal, a material partially made from beech tree pulp. 

Dubbed Bodywear, the collection includes seamless bras, thongs, and shorts. 

“We chose to branch out into seamless because we wanted to create a collection for our customers which was solely focused on comfort,” Hattie Tennant, Fruity Booty’s co-founder and managing director tells “We wanted to put our spin on a category which can often compromise on design/style and offer customers underwear that makes them feel gorgeous as well as comfortable.”