• by Teresa Buyikian , July 31, 2026

A collaboration between Vita Coco and apparel brand Fruit of the Loom draws attention to the importance of hydration for new breastfeeding moms. 

Launched in honor of National Breastfeeding Awareness Month in August, the coconut water teamed with the apparel-maker to drop a limited-edition “Coconut Bra.”

With a nod to Vita Coco’s tropical imagery, the bra features palm tree and coconut illustrations against a pink background. 

“… 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 [that] the best brands show up in real life, even when it’s a little messy,” said Jane Prior, CMO at The Vita Coco Company. “That’s why partnering with Fruit of the Loom felt so natural. 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.”

Beginning Aug. 3, the coconut-themed nursing bra will be available in sizes S to 3XL and sells for $5.

Vita Coco is taking its support of mothers a step further by contributing $30,000 to For All Mothers+, a 501c3 nonprofit that works to “dismantle systemic barriers that penalize motherhood." The initiative attributes a “Motherhood Penalty,” defined as the “phenomenon by which women face economic, social and health disadvantages after becoming mothers.”

The Vita Coco x Fruit of the Loom Coconut Nursing Bra will be available here while supplies last.

Vita Coco is promoting the bra via its website and socials.