Bram Korsten grew up in the south of the Netherlands, surrounded by nature, gardens, and the kind of childhood that stays with you. Years later, after leaving a well-paid job behind, he turned those memories into a clothing brand. He called it Bram’s Fruit.
Founded in 2021, the brand describes itself as “your favourite luxury fruit shop” — a line that sounds playful until you realise how precisely it captures what the brand actually is. Nature-inspired, joyful, a little bit unexpected, and serious about quality. The debut collection was called “When Life Gives You Lemons.” The follow-up campaign was called “F*ck Off I’m Gardening.” By that point, people were paying attention.
Bram’s Fruit is now one of the most interesting Dutch clothing brands to watch — stocked at Selfridges, de Bijenkorf, Patta, Maha, and Ounass in the Middle East, featured on Highsnobiety’s list of the 15 best Dutch fashion brands, and worn by Doutzen Kroes. Not bad for a brand that started in a garden.
The Concept
The brand story of Bram’s Fruit is rooted in something specific: the emotions that nature gives you. Childhood memories, earthy textures, the feeling of being in a garden. That is not a mood board direction. It is a genuine point of view, and it runs through everything the brand makes.
Korsten calls the aesthetic “garden preppy” — a mix of heritage and modernity that feels relaxed rather than academic. Think cotton and linen shirts, heavy wool knits, quality sweatshirts with relaxed cuts, all in dominant greens, beiges, and natural tones. The silhouettes are comfortable but refined. The brand identity is consistent enough to feel like a world, not just a collection.
The Campaign That Built the Brand
Most young brands chase virality without understanding what makes something actually spread. Bram’s Fruit figured it out early. “F*ck Off I’m Gardening” is not just a funny cap slogan. It is a cultural statement that resonates with anyone who has ever wanted to retreat from the noise into something slower and more grounded. It gave the brand a voice that was instantly recognisable and impossible to copy.
That campaign did what the best brand storytelling always does: it made people feel something before they even looked at the product. Selfridges came calling. Others followed. The cap became a calling card, and the brand built around it had enough depth to back it up.
The Distribution Strategy
One of the most impressive things about Bram’s Fruit is how deliberately it has built its retail presence. Rather than going wide immediately, the brand placed itself in stores that signal taste: Selfridges in London, Patta and Maha in Amsterdam, de Bijenkorf as a Dutch dream milestone, Ounass for the Middle East luxury market. Each retailer adds a layer of credibility that money alone cannot buy.
Getting into Selfridges as an independent Dutch brand founded in 2021 is not a small thing. It means the visual identity and product quality hold up under serious scrutiny, and that the brand story translates beyond its home market. That international distribution, combined with a Paris Fashion Week appearance for SS23, signals a brand with real ambitions and the execution to match them.
What Other Brands Can Learn From Bram’s Fruit
The clearest lesson is that a genuinely personal concept is more durable than a trend-chasing one. Korsten did not look at what was selling and reverse-engineer a brand around it. He built something rooted in his own childhood, his own relationship with nature, his own sense of humour. That authenticity is what made “F*ck Off I’m Gardening” land so hard, and it is what makes the brand hold together across every product category it enters.
The second lesson is about the power of the right retail partners. A collaboration or stockist deal with the right store is worth more than a hundred paid ads. Bram’s Fruit understood this and built its distribution list accordingly.
Three years in, the brand is already in a position that most founders spend a decade trying to reach. The foundation is a genuine point of view, executed consistently, placed in the right rooms. That combination is harder to achieve than it looks, and more important than almost anything else.
