Sunspel: making an impact in London

Sunspel (http://www.sunspel.com) may be a proud child of Nottingham, but it has never been content for its reach to be restricted to the industrial (and subsequently post-industrial) north of England. That much was evident in the earliest days of the company in the 1860s, when founder Thomas Hill began to import the world’s finest grade of cotton with the aim of producing durable and comfortable mens underwear for the whole of Britain – if not the world.

For decade after decade, Sunspel quality clothing has taken pride of place in the world’s most prestigious boutiques, and the situation is certainly no different in London, one of the undoubted international fashion capitals. One might initially imagine that the luxury basics of Sunspel, with their timeless and classy aesthetic, might be overwhelmed by the competition in such a thriving metropolis. Far from it: Londoners have long appreciated the company’s focus on the most wearable quality garments, including sought-after icon products like T-shirts and polo shirts as well as underwear.

Recent years have seen a particular spotlight shone on the English capital, with the 2012 Olympic Games showcasing all of the aspects of the city of which it can be proud. Even amid continuing economic worries, London has taken on a new vigour as athletes have pounded the Olympic Stadium’s iconic track. But some things never change, and one of those is the commitment of Sunspel to the finest range of designer menswear and womenswear, encompassing not only the above but also the likes of knitwear, sweats, trousers and sleepwear. In every instance, Sunspel’s heritage clothing is impeccably engineered. 

The modern Sunspel works with an assortment of top designers working and living in the capital, leading to events such as the recent celebration of fifty years of James Bond’s quintessential style at the Barbican, where the firm’s recreation of Sean Connery’s iconic pale blue shorts took pride of place. However, the Nottingham firm’s most obvious presence in London is surely in the form of its own stores. These include a Soho store that is a mere five minute’s walk from Oxford Street and Piccadilly, on Old Compton Street. It is a fascinating building in its own right, being the former home of the infamous Janus Bookstore that sold bespoke erotica.

The Soho premises is next door to a vintage liquor store and the original Patisserie Valerie, and features many elements of the original building, including a beautiful wooden floor of reclaimed Rhodesian teak. There are even elements from the Sunspel (http://www.sunspel.com) Nottingham factory, with one of the surfaces being based on the factory cutting table. The store also stocks the complete range of Sunspel British clothing. It is complemented by a new shop on Chilton Street in Marylebone. Finally, at the time of typing, another store in Shoreditch is temporarily closed for refurbishment. It does, however, have an entirely befitting alternative East London home in the meantime, in the lively surroundings of the Old Truman Brewery in Spitalfields.

Editor’s Note: Sunspel (http://www.sunspel.com) are represented by the search engine advertising and digital marketing specialists Jumping Spider Media. Email: info@jumpingspidermedia.co.uk or call: +44 (0)20 3070 1959 / +34 952 783 637.