Talking British craft and international trade with Sunspel

For International Trade Week, we have partnered with the Department for Business & Trade (DBT) to support our Made in the UK honour at our upcoming Walpole British Luxury Awards 2023. Find out more information here.

True luxury doesn't shout, it whispers. For Sunspel, the storied British company that imbues a simple yet elevated aesthetic, this sentiment couldn’t be truer. With a remit to not only manufacture in the UK, but to quietly, passionately embody Britishness, the brand has seen continued growth and relevance around the world.

It’s through that intrinsic Britishness and commitment to craft that Sunspel Owner and Executive Chairman Nicholas Brooke (pictured above) believes the brand is able to cut through the noise in such a competitive global landscape. “Britishness does resonate internationally,” he says. “What is attractive to our customers is that not only does Sunspel feel best of British, but it’s best of British with a heritage.” Despite a marketplace that’s saturated, the brand’s rare combination of history, mission and product stands out. It’s worth noting, too, that Sunspel doesn’t stand out because of its trend-chasing designs. In fact, it’s in its trusted timelessness, versatility and high production standards that it endures; and endures with potent relevancy.

One customer base with a longstanding affinity with the brand is Japan. As consumers of luxury, fashion and design, the Japanese consumer is known for their awareness and appreciation of great craftsmanship, detail and product provenance. For Sunspel and for Nicholas, it’s a match made in export business heaven that shows no sign of wavering. "The quality of product in Japan is exceptionally high anyway, but ours still feels a little bit different," he says. "I think the reason is, our fabric is less mass-produced and our T-shirts are made in a small, craft-based factory in Long Eaton. I think the Japanese consumer understands that uniqueness.”

He goes on to say that despite the fantastic calibre of stores and makers in the country, there’s a feeling that if a consumer wants the very best T-shirt, it has to be a Sunspel – this item continues to be the number one category in that market.

Outside of this, one of the brand’s most famous and enduring product stories is that of the Riviera Polo Shirt. An existing Sunspel icon recut in 2006 for the then-newly re-cast James Bond played by Daniel Craig. While the campaign drove brand awareness around the world and significant interest across their existing customer base – including the UK, of course - it was in the USA that the 'Casino Royale’ polo really cut through in terms of reach and sales.

Sunspel continues to evolve, but it is driven always by its history, creativity and the true artisans of their Nottinghamshire factory. There’s a palpable sense of pride that whatever international recognition or success comes the brand’s way, it’s because of those enduring British craft ideals.

“From the very start, we have always believed that our values reside in our factory in Long Eaton and the people who work there," says Nicholas. "The fact that we are sold in these incredible stores all over the world means a lot to them, and I emphasise it’s because of the quality of what they create.”