JERZEES, an apparel brand carried by Fruit of the Loom (asi/84257), announced a “renewed commitment to customers and partners” through enhanced services, deeper inventory and the addition of a clear Good/Better/Best offering. The company also announced that Counselor Top 40 supplier S&S Activewear (asi/84358) will no longer carry JERZEES products, ending a relationship of 37 years between the two companies.

The Bowling Green, KY-based apparel brand said it would “aggressively strengthen” its market position by working with national and regional suppliers, including Counselor Top 40 supplier SanMar (asi/84863), One Stop (asi/75085), Carolina Made (asi/43993), Mission Imprintables (asi/71781), Wholesale Printables and American T-Shirt Co. The commitment, said the company in a release, would ensure decorators and distributors have reliable access to the brand’s full assortment, broader SKU coverage and more weeks of availability throughout the year.

“These steps reflect a renewed focus on the values that have always defined JERZEES: reliability, versatility and customer service,” said Jeff Traen, VP of sales & marketing at JERZEES. “By strengthening our Good/Better/Best assortment and going deeper in inventory with our partners, we are positioning JERZEES to deliver quality, availability and trusted support for years to come.”

S&S Activewear didn’t immediately respond to requests for comment.

Late last year, Fruit of the Loom, Inc., which owns the JERZEES brand, announced that it would stop selling its eponymous brand in the wholesale and promotional products industry by the end of 2025, but the JERZEES and Russell Athletic brands would remain.

At that time, Jeff Traen, senior director of marketing for Fruit of the Loom, told ASI that the company has “focused on strengthening the JERZEES brand through targeted investments in product development, marketing and imagery,” and the decision to phase out the Fruit of the Loom brand from the wholesale market is part of the effort to enhance the JERZEES offering.