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Fruit of the Loom combats shirtless selfies in new PSA

Fruit of the Loom has released a tongue-in-cheek play on a public service announcement, decrying the spread of men’s shirtless selfies across our social media channels.

Fruit of the Loom
Fruit of the Loom

Fruit of the Loom has released a tongue-in-cheek play on a public service announcement, decrying the spread of men’s shirtless selfies across our social media channels.

“Every 7.3 seconds, a man posts a photo of himself without a shirt,” the ad begins, taking on a sober tone that mimics other such calls for help.

The spot, created by CP+B, goes beyond blaming those in the images for their lack of shirts, however, instead highlighting the fact the lesser quality products they’re choosing are clearly falling apart before men can take a picture in them. The ad cleverly evidences this in the hashtags frequently used to caption the topless shots: #ripped #shredded and #cutup.

It calls for viewers to use the hashtag #putashirton in return, and to help save such individuals from the senseless spread of shirtlessness, by buying them their own Fruit of the Loom tee instead.

On an accompanying webpage – accessed via PutaShirtOn.org, the company explains: “For just the cost of a sandwich, you can help a man in need get his very own Fruit of the Loom Eversoft tee. Thanks to Dual Defense technology, Eversoft doesn’t just protect against odor and moisture, it defends against shirtlessness. Your generosity will keep a man from ever having to take a shirtless selfie again.”

“Every shirtless selfie is a cry for a quality t-shirt,” the commentary around the commercial adds.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.