No Result
View All Result
Tampa Magazines
  • Local Knowledge
  • Food & Drink
  • Home & Garden
  • Travel
  • Moving Tampa
  • Sporting
  • Health
  • Tampa Culture
  • ADVERTISE
  • SUBSCRIBE
  • ABOUT
  • PURCHASE A COPY
  • DIGITAL ISSUES
  • EMAIL NEWSLETTERS
  • CONTACT US
  • SHOP
  • MY ACCOUNT
    • Your Membership
    • Profile
    • Update Billing Card
    • Login / Logout
Tampa Magazine
No Result
View All Result
Tampa Magazine
No Result
View All Result
Danielle Rushton

Danielle Rushton: Founder and Designer, Fruutfull

by Molly Urnek
March 16, 2022
Share on FacebookShare on Twitter

What inspired you to launch Fruutfull?
Fruutfull was born out of my own frustration to find supportive bras and clothing. I found myself shying away from strapless or backless outfits because of the lack of support existing bra options provided. After years of accepting there would be styles I could never wear, I realized the size of a women’s bust shouldn’t dictate her ability to wear certain clothing. Determined to make more support-conscious garments, I purchased my first sewing machine, and after many hours of YouTube tutorials, I began teaching myself to sew. It became clear to me that women are in dire need of better bra options altogether. At Fruutfull, we’ve set out to create a new category of comfortable, functional and stylish bras that will broaden our outfit options, rather than limit them.

Why did you choose to start in Tampa?
Throughout the development process, I visited New York City, Miami, Austin, Seattle, Los Angeles, and although each city was wonderful in its own right, none of them felt like home. After every trip, I could not wait to get back to Tampa to detox with a long bike ride down Bayshore and a 1905 salad from Columbia Cafe. This city has inspired so much of the Fruutfull brand, and as a Tampa native I cannot think of a better way to give back to a place that has given me so much than to stay here and innovate.

What is it like being an entrepreneur in Tampa?
Exciting! There’s definitely a buzz around the city which is evident in the development that has happened in the last three years alone with the Hyde Park renovations, Riverwalk, Armature Works and now Sparkman Wharf. Coupled with the boom in development, the startup scene in Tampa is thriving. My business partner, Ellery, and I have been so humbled by the amazing people we have met in the last few months alone, and are excited to be a part of the innovation, support and collaboration within Tampa Bay’s entrepreneur ecosystem.

What effect does it have on a woman to find a perfectly fitting bra?
Bras are arguably the most important garment a woman owns. Because a bra is the first layer a woman puts on, it acts as the foundation to the rest of her outfit. Without a strong foundation, it is hard to feel like your most confident, amazing self. Yet 80 percent of women are wearing the wrong size bra due to the confusing sizing system and overwhelming amount of bra size options currently available.

At Fruutfull, we believe bras should be the easiest part of your day. We are inspired by so many amazing women all around the world, and designed an undergarment that will inspire confidence, so she can tackle whatever comes her way. A bra should be an asset, not a burden, and we hope Fruutfull will be the bra women choose because of the support, reliability, efficiency it will provide.

How do you hope to make an impact in the community?
My passion for making a positive in our community is much bigger than the bra. I believe my purpose in life is to empower women and give back to others and I aspire to do both through Fruutfull. In 2014 I founded a nonprofit called ‘Bigger Than Ourselves’ committed to doing something bigger [than ourselves]. Once Fruutfull is established as a brand, I plan to pair the two and create a ‘Bigger Than the Bra’ initiative dedicated to giving back. Fruutfull will be based in Tampa Bay with the intent to strengthen and increase the density of retail opportunities in the area. We hope by staying in Tampa we can inspire others who are interested in the retail/apparel space and cultivate a strong fashion community.

How would you compare your business to name-brand lingerie companies, such as Victoria’s Secret?
I think the beauty of it is that I wouldn’t. I never set out to start a bra company. Fruutfull was born out of the idea to create supportive, comfortable undergarments that would broaden a woman’s outfit options because we couldn’t find what we needed from existing lingerie brands. A subtle theme across all categories of fashion is that as sizes go up, style begins to go down. Fruutfull was founded on the idea that style has no size, only limited size options, and through inclusivity, personalization and simplification we are excited to create an entirely new approach to bras and the bra industry.

In addition, bras are traditionally marketed in one of two ways: sexy and lustful or somber and dull. Fruutfull doesn’t identify with either. Our brand is bright, bold, cheeky and fun, creating a bra company that gives women a new sense of empowerment to feel sexy for ourselves because of our unique bodies, curves, and fruuts. One of my favorite quotes is ‘No one is you, and that is your power’, and we hope to instill that sense of empowerment in everything we do, encouraging everyone who interacts with the Fruutfull brand to embrace their differences and love their fruuts.

How do you see fashion evolving in the future? How do you see it changing in Tampa?
We are seeing a much needed emphasis on sustainability and transparency within the fashion space, and I don’t see that going away any time soon. Consumers are becoming more interested in knowing how and where products are being made and expecting a higher standard from brands they choose to buy from. This type of awareness will hold companies accountable for the entire lifecycle of their goods and is something Ellery and I feel so passionately about as we build our own brand.

In terms of fashion in Tampa, I would love to see our city develop its own fashion identity. There is such a diverse, vibrant community here, and we hope that Fruutfull can help to establish Tampa as a unique fashion destination.

What feature of Tampa makes you proud to say that you live in the city?
It’s easy to see that Tampa is a beautiful place to live – there’s no doubt about that. But what I have grown to appreciate most are the people within our community that recognized how special our city is, prior to bringing to life their ideas that made it so. I am so thankful for those passionate about this city and dedicated to building a greater Tampa Bay for us all. In particular, the Hyde Park renovations, development of Armature Works, Sparkman Wharf, any (and all) concepts from the Ciccio Restaurant Group or the Gonzmart family, and all things Jeff Vinik — are what makes me so passionate about sharing my passion first and foremost, with those throughout Tampa Bay. With Fruutfull, I hope to not only encourage others to follow their passions, but to share them with all of us and the city we are so blessed to call home.

Tags: brasDanielle RushtonfashionFruutfull
Next Post
Micheal Hooker: Shoppe Founder & Artist Residency Director, Lector Wine Shoppe and Social Club

Micheal Hooker: Shoppe Founder & Artist Residency Director, Lector Wine Shoppe and Social Club

INSTAGRAM

tampabayliveworkplay

Summer is finally here! ☀️ That means it’s t Summer is finally here! ☀️ That means it’s time to hit the beach and step out in your fav summer outfits! Tap to find these fav summer staples to add to your wardrobe 👗

#tampaliving #tampamagazine #ootd #southtampamagazine #summer #fashionstyle
Pack your bags, text the girls and get ready for a Pack your bags, text the girls and get ready for a girls getaway! 💗 Ditch the palm trees and say hello to jazz and adventures as you make way for New Orleans! 

Live a Legendary Tale at our hotel recommendation. The Windsor Court Hotel offers a elegant, luxurious and traditional experience. It is also within walking distance to the French Quarter 

This girls getaway spot will be a hit in the groupchat 📱

#girlsgetaway #girlstrip #florida #tampamagazine #southtampamagazine
Say goodbye to normal mixed drinks and hello to th Say goodbye to normal mixed drinks and hello to the new generation of cocktails 🍹 The Punch Room at Tampa Edition is introducing the flavors and spirits of the Caribbean and Gulf of Mexico into their artistic mixology. Sit in velvet tufted chairs as you enjoy hand crafted, beautiful drink creations 

#tampamagazine #southtampamagazine #tampa #tampaliving #tampamixologist #thetampaedition
Grab your copy of our newest issue, the Food & Win Grab your copy of our newest issue, the Food & Wine edition, on racks throughout downtown Tampa. 
-
-
-
-
#tampabayarea #tampamagazine #tampa #southtampamagazine #tampaflorida #tampafl #tampabayarea #thingstodointampa #tamparestaurant #tampafoodie #tampafood #tampaeats #tampafoodphotographer #tampafoodies
NEW ISSUE ALERT 🤩 Dig in to our Food & Wine edi NEW ISSUE ALERT 🤩 Dig in to our Food & Wine edition featuring what’s sure to be South Tampa’s next restaurant hot spot, Ro in Hyde Park Village. @rohydepark 
-
-
-
-
#tampabayarea #tampamagazine #tampa #southtampamagazine #tampaflorida #tampafl #tampabayarea #thingstodointampa #tamparestaurant #tamparestaurants #tampafoodie #tampafood #tampaeats #tampabayeats #tampafoodreview
While we tally up the 2023 Top Doctor votes here’s a look back at some of our 2022 Top Doc winners. We asked more than 11,260 physicians practicing in Hillsborough, Pinellas and Pasco counties to nominate the peers they believe stand out from the rest. See who made this year’s list in our August issue. Bay Area physicians: have your profile included in our 2023 Top Doctors edition. Email info@TampaMagazines.com for details. -
-
-
-
#tampabayarea #tampamagazine #tampa #southtampamagazine #tampaflorida #tampafl #tampabayarea #thingstodointampa #tampahealth #tampadoctors #topdoc #topdoctors #topdoctor #topdocs #tampabayarea
Have you ever wanted to try Omakase? - the high en Have you ever wanted to try Omakase? - the high end sushi experience blowing up across America that boasts a high-end price tag? 🍣🥢

In this month’s food and wine edition, we meet chef Rexley Kwok of @sushishorexley, Tampa Bay’s oldest omakase establishment! 🍙 

For the omakase newbie, it’s a great place for superb sushi and unrestrictive prices, with a nigiri experience costing only $118! 🤩 🪪 

Meet Rexley and other Tampa Bay omakase chefs in this month’s issue - on stands now. 👀

#tampasushi #tampabaysushi #omakase #omakasechef #sushilovers #sushitime #nigiri #tampabayfoodies #tampabayeats #stpetefoodies #stpeteeats #stpetehiddengem #tampabayhiddengems
In this month’s Home & Garden section, our home In this month’s Home & Garden section, our home design feature is of a beautiful lakefront new build by @elizabethashleyinteriors, built by @steveanthonyluxuryhomes. Take a look at this office which includes a sleek black piano and a bold custom piece by @yalaford. Tour the entire home on our website. Work from home goals activated. ✏️ 🖥️ ✔️ Our Home Design edition is coming early Fall. Email info@TampaMagazines.com for ad reservation details. 

#tampabaydesign #tampahomes #tampainteriordesign #transitionaldesign #boldinteriors #officedesign #tampainteriordesign #tampanewconstruction #tampaluxuryhomes
On this month’s Food & Wine Edition cover, meet On this month’s Food & Wine Edition cover, meet @rohydepark - a brand new concept from @threeoakshospitality and renowned chef #KiichiOkabe set to be this season’s hottest new addition to @hydeparkvillage 🥢 🍣 Read more about Ro and other must-try restaurants in our issue, on stands now! 

#Omakase #Sushi #Michelin #FineDining #tampafoodie #japanesefood #tampachef #tampabayeats #tampanews #tampafinds #tampafinedining
We agree with @time Tampa is one of the BEST citie We agree with @time Tampa is one of the BEST cities in the world 🌎 If you have friends you’re trying to convince to move to Tampa Bay, here are the places we would take them to show off some of the best our city has to offer. Where do you like to take out of town friends when visiting? Shout out your ideas in the comments 👇-
-
-
-
-
#tampamagazine #southtampamagazine #tampaflorida #tampabayarea #tampabayisawesome #tamparestaurant #tamparealestate #waterstreettampa #hydeparkvillage #armatureworks #tampariverwalk #floridasummer #tampafl #stpetepier
Load More... Follow on Instagram

  • Local Knowledge
  • Food & Drink
  • Home & Garden
  • Travel
  • Moving Tampa
  • Sporting
  • Health
  • Tampa Culture
  • Advertise
  • About
  • Subscribe
  • Purchase a Copy
  • Digital Issues
  • Email Newsletters
  • Contact
  • Privacy Policy

© 2018 Tampa Magazine. All rights reserved. Part of the Tampa Magazines Network.

No Result
View All Result
  • Tampa Culture
  • Food and Drink
  • Home & Garden
  • Travel
  • Moving Tampa
  • Sporting
  • Health
  • Local Knowledge
  • Advertise
  • About
  • Subscribe
  • Purchase a Copy
  • Shop
  • Digital Issues
  • Email Newsletters
  • Contact
  • MY ACCOUNT
    • Your Membership
    • Profile
    • Update Billing Card
    • Login / Logout

© 2018 Tampa Magazine. All rights reserved. Part of the Tampa Magazines Network.