Sunspel

Background knowledge:

Sunspel is a United Kingdom label founded by Thomas Arthur Hill. Thomas, being the 11th of twelve children followed his father’s footsteps into the hosiery and lace trade, he found himself at the heart of the textile industry. His vision to create everyday clothing from beautiful fabrics continues to this day to be Sunspel’s philosophy. Nottingham being the centre of the British lace making industry, Thomas decided to open his factory here. Lightweight, soft clothing in fine cotton is what was expected from some of the earliest garments.

What products do Sunspel offer?

Sunspel offer a diverse product line of luxury everyday clothing. Ranging from classic Ts, knitwear, shirts, trousers, coats and more for both genders, however being mainly known and popular for their male ranges. The luxury products can be seen to come in a minimalistic and neutral colour palette, many items and best sellers in a classic white. I think the reasoning being this is that neutral tones add to the luxury feel, however, if preferable darker colour choices can be made (each item comes with a wide range of colour selection). The items are minimalistic with their products being block colours, even branding is not visible. Materials alternate between luxury fabrics that are entirely unique.

Despite originating from the United Kingdom, Sunspel has began to export globally. The brand has opened five stores in London and offer ecommerce to those who can access a store.

Who is the consumer?

The consumer base for Sunspel consists of middle to young, aged individuals (Generation Z and X) who are predominantly male. It is reasonable to assume that most of the consumers live a luxury and wealthy lifestyle. Sunspel offer long lasting luxury products and therefore the consumers are willing to spend more on quality, rather than disposable throwaway garments. Sunspel’s consumer likely has the disposable income to make luxury and sustainable choices when filling their wardrobes.

How is Sunspel sustainable? How is Sunspel sustainable? How is Sunspel sustainable? Sunspel are actively seen to be tackling the sus-Sunspel are actively seen to be tackling the susSunspel are actively seen to be tackling the sus-tainability issue, although I believe the brand tainability issue, although I believe the brand tainability issue, although I believe the brand are not doing all they possibly could, a step in are not doing all they possibly could, a step in are not doing all they possibly could, a step in the sustainable direction is certainly apparent. the sustainable direction is certainly apparent. the sustainable direction is certainly apparent. Sunspel work with factories within the UK (less Sunspel work with factories within the UK (less Sunspel work with factories within the UK carbon footprint) and worldwide, and when they carbon footprint) and worldwide, and when they (less carbon footprint) and worldwide, and do, the brand applies the knowledge and experi-do, the brand applies the knowledge and experiwhen they do, the brand applies the knowlence from their own factory to find the best. The ence from their own factory to find the best. The edge and experience from their own factory to brand educates themselves on potential factories brand educates themselves on potential factories find the best. The brand educates themselves to ensure they share the same beliefs about quali-to ensure they share the same beliefs about qualion potential factories to ensure they share the ty, ethnical working practices and environmental ty, ethnical working practices and environmental same beliefs about quality, ethnical working responsibility (many of these are small fami-responsibility (many of these are small famipractices and environmental responsibility ly-owned factories). ly-owned factories). (many of these are small family-owned factoAs oppose to fast fashion (throw away garments), As oppose to fast fashion (throw away garments), ries). Sunspel have always prioritized to make products Sunspel have always prioritized to make products As oppose to fast fashion (throw away garwith lasting quality. The company do not produce with lasting quality. The company do not produce ments), Sunspel have always prioritized to items on quick demand nor depending on the items on quick demand nor depending on the make products with lasting quality. The comlatest trend, Sunspel value timeless style. Making latest trend, Sunspel value timeless style. Making pany do not produce items on quick demand clothes that last using natural, organic and recy-clothes that last using natural, organic and recynor depending on the latest trend, Sunspel clable materials wherever possible. I think that clable materials wherever possible. I think that value timeless style. Making clothes that last the brand here tackling the issue of disposable the brand here tackling the issue of disposable using natural, organic and recyclable materials clothing and consumerism, in order to tackle clothing and consumerism, in order to tackle wherever possible. I think that the brand here sustainability, the brand produce high quality sustainability, the brand produce high quality tackling the issue of disposable clothing and products which should not need to be replaced, products which should not need to be replaced, consumerism, in order to tackle sustainabilan item a person would invest in and cherish. an item a person would invest in and cherish. ity, the brand produce high quality products In 1940 they came up with the idea of ‘no waste’ In 1940 they came up with the idea of ‘no waste’ which should not need to be replaced, an item luxury to ensure they could continue to make luxury to ensure they could continue to make a person would invest in and cherish. clothes of the highest quality in the face of war-clothes of the highest quality in the face of warIn 1940 they came up with the idea of ‘no time rationing, still to this day do Sunspel stand time rationing, still to this day do Sunspel stand waste’ luxury to ensure they could continue to by this philosophy. by this philosophy. make clothes of the highest quality in the face of wartime rationing, still to this day do Sunspel stand by this philosophy.

Sunspel have created a never out of style, never out of season and never out of stock collection, Essential. The fifteen-piece collection of classic Sunspel’s menswear staples are said to endure years of wear, made from luxurious fabrics. The collection is designed to cover all necessities with the simplicity of mixing and matching, encouraging its consumers to invest in responsible clothing. T-shirts, polo shirts, trousers, shirts, knitwear and jackets are the selection of garments available for a male to fill his wardrobe up with staple pieces. Producing versatile and trans seasonal items is Sunspel’s approach on tackling sustainability. I think that Sunspel are implying that purchasing fifteen items which can be alternated for numerous occasions is all a male need in his closet, as Sunspel stated however “these timeless clothing essentials are the building blocks of the modern menswear wardrobe”.

Throughout all products Sunspel has to offer, a minimalistic, clean and simple design runs throughout. A perfect fit with the Japanese ethos of simplicity design is certainly recognisable, in fact Sunspel offer a ‘Sunspel and Japan Collection’ on their website to share the appreciation of craftsmanship, luxury fabrics and refines style which for over 50 years has linked the two. Designs remain minimal throughout the products, often block colours with the occasional tripe pattern to add some creativity into the simple designs. With a wide range of colour’s available, a neutral colour is the typical go to when purchasing (however the consumer has the flexibility to alternate to a darker option). To keep the minimalistic feel running throughout, shorts, trousers and jackets are rarely accessorized with pockets, zippers or pull ties.

Sunspel, I believe are not materialistic, the brands products are not heavily branded, and in fact the logo is rarely printed onto the garment. Instead, the brand label’s the item on the inside collar out of eyesight. Their target market does not purchase items for the brands name, instead they look to purchase items which meet their needs (in this case luxury everyday clothing). Making others aware of the label they wear is not important to them, they do not feel to need to show others they have a high disposable income and can afford luxury products.

The likes of ‘Lemaire’ and ‘Troubadour’ are examples of brands Sunspel have been in partnership with. Sunspel have not chosen these brands at random and “When we do a collaboration, we like to work with brands that have similar attitudes” said Sunspel’s chief executive, Nicholas Brooke. I think that Sunspel have made sensible choices to ensure their brand philosophies remain when in partnership. Sunspel’s collaboration with ‘Lemaire’ provides simple, luxurious loungewear to prove the Brits and French can do beautiful things together. I think that this collaboration would have been great for Sunspel as they would have reached a new target audience (Lemaire’s consumers) in a completely different region. ‘Troubadour’ a leading brand in contemporary British design, collaborated with Sunspel to produce a collection of luggage bags, these lightweight bags offered a different characteristic than what Sunspel are usually familiar with, they were waterproof.

Making British design history, Sunspel produced the worlds’ first luxury ‘White T-Shirt’ in the late nineteenth century and introduced ‘The Boxer Short’ to the United Kingdom in 1947. Alongside these two iconic pieces ‘The Riviera Polo Shirt’ is another iconic staple of theirs. The unique polo shirt provided the look for James Bond in Casino Royale, James Bond is therefore a walking face for the brand, many A-list fans would have adopted the look due to his influential presence. Alongside this, ‘The Boxer Short’ appeared in the famous Levi’s 501 advert in 1985. The advert featured Nick Kamen whipping off his Levi’s in a laundrette whilst he then waited in his best cotton boxer short. This one advert changed underwear history and the classic white boxer short sealed its position as a fashionable choice.

Sunspel has opened five stores in some of London’s most fashionable places including Shoreditch, Soho, Piccadilly, Marlyebone and Notting Hill. These stores hold both the luxury menswear and womenswear products, however, more specifically the newly opened Notting Hill store also holds a selection of exciting collaborations and guest brands. I think this would have been great for Sunspel as by offering different brands they are in bringing in a new audience, I think that people are more likely to enter a store if a variety is on offer. Sunspel as a British brand, work with factories within the UK, in the 20th century the brand started exporting worldwide and in fact became one of the earliest British companies to export to the Far East. As an example, Sunspel developed its unique ‘Sea island Cotton’ fabric, sourced from the West Indies. This could have been a great way for Sunspel to expand their target audience across seas, other populations (who may not have heard of the brand before) may now come across them. Sunspel have previously collaborated with a French brand and ecommerce has also allowed individuals from all around the globe to shop Sunspel’s products.

Although Sunspel offer a women’s range why is Sunspel so popular amongst men?

Sunspel have always offered a womens range alongside their mens, however, in comparison the male products have always had more popularity. A masculine feel is present through the lack of accessorized garments, the block colours and the occasional stripe. Men are enjoying the minimalist look of clothing more, especially when they see icon James Bond wearing the products. Furthermore, their famous ‘Icon’ products including ‘The Boxer Short’, ‘The White T-Shirt’ and ‘Riviera Polo Shirt’ are all targeting, specifically the male consumer. Being famously known for these products, undoubtable drives in a male consumer.

Sunspel have been producing everyday luxury essentials since 1860. An uncompromising commitment to quality is at the core of the business, the brand has always worked with exceptional luxury fabrics, which include ‘Sea Island’, ‘Pima Cottons’ and the finest cashmere, lambswool and merino wool. The brand numbers each of their developments and prefix them with the word ‘Quality’ (often shortened to ‘Q’). Clearly Sunspel prioritise their products to have a luxury feel about them, for over 150 years, the brand has been sourcing the finest raw materials from around the globe and innovating to develop luxury fabrics that are unique. Sunspel’s products are possibly bought on an irregular basis due to the high price point and the durability of the fabrics, the consumer will therefore care for the product and take more responsibility in comparison to a disposable throw away garment (fast fashion). I think that due to the high price point, the consumer will want to feel as though they are wearing a rich product, ensuring the product feels and looks luxurious (achieved by fabric choices) will aid this.

I believe that Sunspel is certainly representative, the brand can represent the wearers personality and lifestyle. Firstly, Sunspel can represent an individual who is wealthy. You can be expected to spend up to £575 on a sweatshirt, £595 on a jacket and £495 on a pair of trousers. Wearing a product from Sunspel therefore creates an image that the consumer has a high disposable income, that they are wealthy and an individual of class. Wearing these luxury items creates an illusion the consumer lives a luxury life. Sunspel, can further represent a person who wants to be seen tackling the sustainability movement, a consumer that purchased into the essential collection may be an individual that wants to create a more versatile and trans seasonal wardrobe to reduce their consumption. Many may purchase from Sunspel because they resonate with the brands values and beliefs, I picture an individual in a British City, somebody that needs to dress smart and portray a wealthy image.

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