Our Story

Fruity Booty is a London-based lifestyle brand. An independent, boutique underwear label created by friends Minna Bunting and Hattie Tennant in October 2017. Together they collaborated to create an ethical and affordable brand that represented their personal styles and tastes.

In a market with such a large offering they found brands difficult to relate to and uninspiring. From designs to production and fabrics, Fruity Booty wants to shift the underwear binary from the only options of ‘sex kitten’ or ‘plain Jane’ to cool, female-focused designs. Fruity Booty’s campaigns break down the intimidating barriers women face whilst underwear shopping by banning all airbrushing and Photoshop, no bedroom focused shoots and by presenting women in a natural environment.