The new Sunspel Soho store is now open. The long established makers of luxury men’s and women’s underwear, T-shirts and casual clothing has opened its first permanent shop. Sunspel is a great British brand known for its luxurious cottons and beautifully made pieces.
They’ve chosen Old Compton Street, the centre of London’s gay life. Visitors will be able to look at all the company’s clothes close up, so you can feel our custom-made fabrics and understand the care and attention that goes into every garment. You’ll also see some store specials that you wont find on the company’s including experimental and limited edition designs.
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| Cottoning on: luxury men's and women's underwear at Sunspel |
Should a luxury brand locate in a hip area, known for its gay nightlife and just yards from the remaining porn sellers that the Internet has not put out of business? Certainly Sunspel don’t seem to have a problem. “Our shop is where the infamous Janus Bookstore used to sell bespoke erotica,” the company boasts in its press release.
It does add that it’s also next to one of London’s best independent wine shops and just a croissant’s throw from Patisserie Valerie. It also stresses that it has retained as much as possible of the original building. The beautiful wooden floor is reclaimed Rhodesian teak and we have exposed the original support beams. We have also introduced elements from our Nottingham factory – one of the main surfaces is based on the factory cutting table.
I’d say that Sunspel know that many gay guys will be attracted to their luxury men’s underwear. They also know that rough luxe – high quality with a bit of an edge - is very much a theme of the luxury business at the moment. So, I wish them luck – I might even pop in myself.
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