Vita Coco and Fruit of the Loom Launch Limited-Edition “Coconut Bra” Nursing Bra

Vita Coco, America’s leading coconut water brand, is teaming up with Fruit of the Loom to launch the limited-edition “Coconut Bra”, a coconut-themed nursing bra in honor of National Breastfeeding Awareness Month, that playfully nods to the importance of hydration throughout the breastfeeding journey.

Available beginning August 3 for just $5.00, the limited-edition nursing bra is available in sizes S to 3XL and pairs comfort with a tropical-inspired design. Beyond the collaboration, Vita Coco is deepening its commitment to supporting mothers by contributing $30,000 to long-time partner For All Mothers+ (FAM+), a nonprofit that works at the intersection of motherhood and sports to dismantle systemic barriers that penalize motherhood, in order to build a more equitable society where all mothers can thrive.

Together, the brands bring two everyday essentials for breastfeeding moms - comfortable nursing wear and hydrating coconut water - into one unexpected, feel-good collaboration that celebrates and supports new moms during National Breastfeeding Awareness Month. The design draws on Vita Coco’s tropical roots, featuring colorful illustrations of coconuts and palm trees, and weaves little doses of joy into an everyday essential.

Inspired by the unfiltered reality of new motherhood, the collaboration celebrates the everyday essentials– from hydration to comfort – that help moms care for themselves while caring for their babies.

“Over the years, we’ve heard from so many moms who’ve made Vita Coco part of their new motherhood journey and rely on us to help with hydration, and those conversations have reminded us of something we’ve always believed: the best brands show up in real life, even when it’s a little messy,” said Jane Prior, Chief Marketing Officer at The Vita Coco Company. “That’s why partnering with Fruit of the Loom felt so natural. Together, we share a passion for showing up in the real, everyday moments that matter, and this collaboration gave us a chance to celebrate moms with honesty, humor and a reminder to take care of themselves, too.”

“Fruit of the Loom has always been committed to creating comfortable, accessible essentials for women, and partnering with Vita Coco for National Breastfeeding Awareness Month felt like a natural fit,” said Katie Over, Brand Communications Manager at Fruit of the Loom. “Together, we've created something that's both fun and functional, celebrating nursing moms with a collaboration that brings together two beloved brands in an unexpected and meaningful way.”