18th May 2010
WGSN Trends | May 2010
WGSN TRENDS – MAY 2010
Men’s heritage underwear label Sunspel launches a flagship London store that reflects its focus on modern classics. WGSN highlights the brand’s key messages for autumn/winter 2010/11.
Strategically positioned on Redchurch Street in Shoreditch, the store capitalises on recent commercial development in the area and proximity to the City (London’s financial district). The opening coincides with an autumn/winter 2010/11 lookbook that signals a sharper, more contemporary direction for the brand.
Marrying 150 years of manufacturing tradition with the demands of the modern underwear customer, Sunspel plan to create exclusive products only available in store. Key events in brand history inspire merchandising: Sunspel boxers appeared in the iconic 80s launderette advert for Levi’s so vintage denim will be sold alongside the classic cotton shorts. Restored furniture from the Sunspel factory in Long Eaton is used in the shop fit to ensure the relevance of the brand’s heritage is communicated.
Sunspel is a British heritage brand that realises the importance of its history as a marketable asset, while maintaining a focus on producing innovative men’s underwear. The perfect balance of old and new in its collections and retail spaces should inspire traditional brands looking to capitalise on their pasts, and contemporary labels and manufacturers updating their brand image or intimates offering.