The Daily Telegraph, 26th April 2006
A traditional men’s underwear label has a bright future, says Clare Coulson.
Men are notoriously picky about their underpants, although, to the untrained eye – namely a woman’s – one pair looked pretty much like another. But, according to Dominic Hazlehurst – who, along with his business partner Nick Brooke, is revitalising Sunspel, makers of top-notch pants – this is not so.
“We develop our fabrics in-house from Egyptian cotton, which we treat, to make it softer and finer than any other cotton. And the range, which also includes T-shirts, vests and shorts, is built to last.”
Sunspel, which is celebrating its 70th anniversary, introduced boxer shorts to Britain in 1947, and has a loyal brigade of devoted customers – including such diverse fans as Prince Charles and Johnny Depp. In the Eighties, its pants received widespread publicity, thanks to a brief appearance in the infamous Levi’s advert that featured Nick Kamen in the laundrette (he strips to reveal them). Last year, Brooke and Hazlehurst heard that the company – owned by the Hill family – was up for sale, and recognised its impressive heritage and the products’ value. ”There’s quite an extraordinary sense of identity,” says Hazlehurst. ”It’s a 150-year-old manufacturing business with fantastic people who take enormous pride in their work. Everything is hand-made in the original Derbyshire factories.” Sunspel is also that very rare thing: a thriving British clothing manufacturer. ”What we bought was a real diamond in the rough: a company with fabulous stories and quirks,” says Hazlehurst. ”But one of the things that really attracted us, other than the timeless style, is the customer loyalty. It’s not fashion-led but it is a premium business and the customer base is amazing. They literally wear them out and then send them to us marvelling at their durability.”
As well as producing sought-after pants under its own label, the company works with designers including Paul Smith, Margaret Howell and Richard James – all of whom have what Hazlehurst says is a “fantastic level of goodwill towards the brand”. The new owners plan to make the most of its rich heritage. Next month, Harrods will launch the Sunspel Fitted line, a younger, slimmer range of Sea Island cotton T-shirts, as well as boxer shorts. And to celebrate the 70th anniversary, the archive range will be launched in the autumn. One wonders if Camilla will notice?
