Sunspel opens Jermyn Street store, launches bespoke tees service

British luxury menswear brand Sunspel has opening a flagship store on London’s high-end Jermyn Street. And with it comes the launch of its novel ‘Bespoke T-shirt’ service.

Exclusive to the new store, the service offers customers the opportunity to create their own T-shirt, “drawing on the brand’s rich T-shirt-making heritage which dates to the early 1900s”. 

Made from Sunspel’s selection of fabrics, each will be cut and tailored to the customer’s specifications in the brand’s Long Eaton factory (Sunspel’s home since 1937), “using knowledge, skills and expertise that have been passed down through the generations”.

The programme extends a service the brand says it has long offered stylists, costume designers and celebrities (including Charlie Watts of the Rolling Stones and actor Daniel Craig’s James Bond persona).

Alongside the brand’s complete menswear collection, the new two-storey Jermyn Street store will also host a brand exhibition which showcases its history from its roots in Nottingham in 1860 to the present day.

Featuring artefacts from Sunspel’s extensive archive, including original cellular mesh underwear and Sea Island cotton T-shirts from the early 1900s, the exhibition “tells the story of the brand’s fabric innovation and enduring commitment to quality and excellence”.

In addition, the space will serve as a venue for community events and personal styling appointments, it noted.

The store’s design features a selection of British furniture curated with supplier twentytwentyone. This includes ‘Kingston’ chairs by William Plunkett, a mid-century design staple, and a Loop Coffee Table by contemporary designers Barber Osgerby, which was produced by Isokon Plus, a British manufacturer dating back to the 1930s.

Sunspel’s CEO Raul Verdicchi said: “This is our second store opening so far this year and marks an important moment in our journey, offering customers an immersive brand experience, with a dedicated space for Sunspel’s rich archive.”