We exist to provide women with creative tools to reclaim what sexy looks like and means to them. Fruity Booty hence facilitates the escapism that comes via choosing underwear for yourself to change how you feel.  Designing for the modern woman by "re-defining what is considered sexy" (Vogue US), Fruity Booty's purpose is to make underwear more creative, adding 'the cherry on top of your everyday'. Creating only from eco-friendly materials and surplus fabrics, Fruity seeks to make every woman's first decision in the morning a conscious one.