Fruit of the Loom® and Vita Coco® Launch Limited-Edition Coconut Bra for Breastfeeding Awareness Month
Limited-Edition "Coconut Bra" Combines Comfort, Hydration Inspiration and a Commitment to Supporting Mothers
BOWLING GREEN, Ky. (July 29, 2026) — Fruit of the Loom® is partnering with Vita Coco®, America's leading coconut water brand, to launch the limited-edition "Coconut Bra", a fun and functional nursing bra created in honor of National Breastfeeding Awareness Month. The collaboration brings together two essentials for breastfeeding moms — comfortable nursing wear and hydration — while celebrating the realities of motherhood with a lighthearted, feel-good design.
Available beginning August 3, the Coconut Bra features a tropical-inspired print with coconuts and palm trees, combining Fruit of the Loom's trusted comfort with Vita Coco's playful brand personality. The limited-edition nursing bra will be available in sizes S–3XL for $5.00 while supplies last.
Designed to bring a little joy to an everyday essential, the collaboration recognizes the importance of both comfort and self-care throughout the breastfeeding journey. Inspired by the unfiltered reality of new motherhood, the partnership celebrates the everyday moments that help moms care for themselves while caring for their babies.
In addition to the limited-edition launch, Vita Coco is furthering its support of mothers through a $30,000 donation to For All Mothers+ (FAM+), a nonprofit organization dedicated to advancing equity and support for mothers.
The Coconut Bra partnership reflects Fruit of the Loom's ongoing commitment to providing comfortable, affordable essentials that support women through every stage of life. By teaming up with Vita Coco, the brands are shining a spotlight on the everyday needs of breastfeeding moms with a collaboration that combines comfort, care and a touch of tropical fun.
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**About Fruit of the Loom® For generations, Fruit of the Loom® has been committed to creating quality apparel and everyday essentials designed for comfort, value and reliability. From underwear and activewear to intimates and basics, Fruit of the Loom continues to help consumers feel comfortable and confident every day.
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**About Vita Coco® Vita Coco® is America's leading coconut water brand and part of The Vita Coco Company. Known for its refreshing coconut water and coconut-based beverages, Vita Coco delivers products that support hydration while creating meaningful connections with consumers through innovative partnerships and purpose-driven initiatives.