The Cult British Brand Fashion People in New York and L.A. Love

I’ve been a fan of British brand Fruity Booty from afar for years, constantly spotting its cute, playful pieces online. When I heard the brand was hosting a pop-up in NYC, I knew I wanted to go try it on in person. Its swim shorts sets have caught my eye, and I finally went for the Marina. Just a few days later, I was on the phone with my best friend in Atlanta when, completely out of the blue, she asked, “Have you heard of Fruity Booty?” She’d just ordered a different style—totally unprompted. It felt like one of those moments when a brand is suddenly everywhere.

I see Fruity Booty on the streets of New York all the time, and it’s constantly popping up on Instagram and TikTok in posts from L.A. influencers. If you love colorful, cheeky clothing that feels like the epitome of summer, it’s definitely a brand to have on your radar.

Whether you’ve been curious about Fruity Booty or just love discovering new places to shop, here are a few of my current favorites.