Brand Heritage: Sunspel
Posted On July 26, 2010
by Cator Sparks
Vevant’s look at the histories of our favorite brands
It’s hard not to think Hanes is really missing out on something. If Sunspel – which is basically an underwear company – can partner with Thom Browne and Kris Van Assche, as well as open their own store in trendy Shoreditch in London, then why can’t our proud American panties do the same thing?
Maybe it’s not a fair comparison: Sunspel have, after all, been made continuously in the same factory since 1930. Starting out as Thomas A. Hill Ltd in 1860, the company made its name importing cotton from the West Indies, turning it into lightweight underwear called Sunspel to be exported back out to warmer countries in Britain’s still-expanding empire. The fledgling company produced a variety of different brands, but by 1939, Sunspel was their most popular, so the company merged under that name.
The company is well remembered for introducing boxer shorts to the UK, after spying the airy underwear on US troops during WWII. Since then they’ve also become known for quality undershirts, underwear and loungewear, using high-end textiles such as Long Staple Egyptian Cotton and Sea Island cotton. All of the garments are hand made and Sunspel is still independently owned and operated.
In 1985, their legendary boxer shorts were prominently featured in one of the most famous Levis commercials of all time, cementing their place in pop culture history.
Sunspel’s new store in Shoreditch is an ode to their storied past. The desk and mail-sorting tray, both from the company’s factory in Long Eaton, have been lovingly restored and are on display – right alongside the Vintage Levi’s 501s sold as a tribute to that infamous commercial. One can also find the Riviera polo Daniel Craig sported in Casino Royale. In addition, there are a wide array of clothing besides undergarments: v-necks, crew necks, polos and Henleys in a sublime array of colors, as well, of course, as the ubiquitous boxers and brief. The prices are a little steep, but then you know how we feel about quality, craftsmanship and luxury: slow and steady…
