Sunspel
British luxury clothing brand known for refined cotton T-shirts, boxer shorts, polo shirts and understated knitwear.
Last updated August 21, 2026
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Overview
Sunspel is an English luxury clothing brand whose origins lie in the nineteenth-century hosiery and lace industry of Nottingham. Founded in 1860, the business initially produced high-quality underwear and lightweight garments from cotton, merino wool and silk. It later became associated with Sea Island cotton and with a restrained approach to design, emphasizing fabric quality, comfort, durability and careful construction rather than conspicuous branding. The company began under the name Thomas A. Hill Ltd, after industrialist Thomas Hill. Its early development was shaped by investment in modern manufacturing and factory conditions. At the end of the nineteenth century, the firm adopted Sea Island cotton, an exceptionally fine extra-long-staple fiber, helping establish the material association that later informed the Sunspel name. In the early twentieth century, the company produced some of the earliest garments that would be recognized as T-shirts, originally intended as cool, practical underwear for warm climates. Sunspel introduced a cellular cotton fabric in 1914, made on traditional lace machinery for lightweight underwear. The company adopted the Sunspel name in 1935, inspired by a quality-control mark associated with Sea Island cotton. In 1937, production moved from Nottingham to Long Eaton in Derbyshire, where the brand continues to operate its own factory. During the Second World War, it manufactured underwear and long johns under the British CC41 utility scheme. A major product milestone came in 1947, when John Hill adapted the American boxer short for the British market. His version used premium cotton, flatter seams and an additional back panel. The design later received major public exposure through a 1985 Levi's advertisement featuring model Nick Kamen, in which Sunspel boxer shorts became part of one of the era's best-known fashion images. The brand was also stocked by leading British department stores including Liberty, Harrods and Selfridges. In 2005, Peter Hill sold the company to former barrister Nicholas Brooke, who pursued modernization while retaining the brand's historical identity. Sunspel subsequently gained significant film and popular-culture visibility. Costume designer Lindy Hemming selected and adapted Sunspel garments for Daniel Craig's portrayal of James Bond in Casino Royale, including the Riviera Polo Shirt and Riviera T-shirts. The association reinforced Sunspel's image as a British brand combining functionality, luxury materials and cinematic modernity. The modern range extends beyond underwear and T-shirts into polo shirts, sweatshirts, knitwear, loungewear, swimwear, shirts and womenswear. Creative director Jonathan Anderson served from 2009 to 2014 and introduced the Loopback Sweatshirt. Sunspel has also worked with designers, artists and fashion labels including Paul Weller, David Shrigley, Charlie Casely-Hayford, Edie Campbell, Comme des Garçons, Lemaire and Paul Smith. The company continues to make its Classic T-shirts at Long Eaton and sells through its own stores, online channels and selected international retailers.
History
Sunspel traces its origins to 1860, when Thomas A. Hill established a Nottingham clothing and textile business during a period when the city was a major center for lace, hosiery and associated manufacturing. The company initially made underwear and other lightweight garments from cotton, merino wool and silk. Under Hill's direction, the factory expanded and adopted modern steam-powered machinery. The business also became known for improving workplace infrastructure, including lighting, sanitation and fire-prevention measures. By the late nineteenth century, the company had begun using Sea Island cotton, a rare extra-long-staple fiber prized for its softness and strength. This material became central to the firm's quality reputation. At the beginning of the twentieth century, the company produced lightweight cotton jersey undergarments that were among the early predecessors of the modern T-shirt. These garments were intended to be cool and comfortable, particularly in warm climates. After Thomas Hill's death in 1909, control passed to his son, and the company remained connected to the Hill family for much of the twentieth century. In 1914, it developed a cellular cotton fabric produced on traditional lace machines. The open construction made it suitable for light underwear, and the fabric remains part of the brand's historical product story. The business formally adopted the Sunspel name in 1935. The name referred to the sunburst motif used in quality marking for Sea Island cotton. Manufacturing moved from Nottingham to Long Eaton, Derbyshire, in 1937. The Long Eaton factory has remained an important part of the brand's identity and continues to produce selected garments, including the Classic T-shirt. During the Second World War, Sunspel supplied underwear and long johns for the war effort under the CC41 utility mark. In 1947, John Hill brought the boxer short to the United Kingdom after encountering the style in the United States. He modified the garment with a back panel, flatter seams and high-grade cotton. Sunspel's boxer shorts later achieved broad cultural recognition through a 1985 Levi's advertisement starring Nick Kamen. The advertisement showed Kamen removing his jeans in a laundrette and revealing white Sunspel boxer shorts, helping connect the product with modern British popular culture. From the 1950s onward, Sunspel was carried by prominent British department stores such as Liberty, Harrods and Selfridges. In 2005, Peter Hill sold the company to Nicholas Brooke. Brooke's approach sought to modernize the brand while preserving its manufacturing heritage and emphasis on premium basics. The following decade brought international visibility through fashion and film. Lindy Hemming selected Sunspel garments for Daniel Craig in Casino Royale, updating the company's Riviera Polo Shirt and T-shirts for the character. Jonathan Anderson served as creative director from 2009 to 2014 and introduced the Loopback Sweatshirt. Sunspel later collaborated with artists and designers including Paul Weller, David Shrigley and Charlie Casely-Hayford, as well as fashion brands such as Comme des Garçons, Lemaire and Paul Smith. A 2022 capsule with Edie Campbell expanded the womenswear offer. The brand remains active, operating from Long Eaton, selling through its website, stores and international retail partners, and maintaining a proposition built around British heritage, premium natural fibers and minimal design.
- 2022
Womenswear capsule created with Edie Campbell
[1]Sunspel collaborated with Edie Campbell on a womenswear capsule.
- 2009
Jonathan Anderson becomes creative director
[1]Jonathan Anderson joined Sunspel as creative director and later introduced the Loopback Sweatshirt.
- 2006
Riviera Polo Shirt gains James Bond association
[1]Sunspel garments were selected and adapted for Daniel Craig in Casino Royale, including the Riviera Polo Shirt and Riviera T-shirts.
- 2005
Sunspel is sold to Nicholas Brooke
[1]Peter Hill sold the privately held company to former barrister Nicholas Brooke, who pursued a modernization of the brand.
- 1985
Nick Kamen advertisement raises the profile of Sunspel boxer shorts
[1]A Levi's commercial featuring Nick Kamen revealing Sunspel boxer shorts helped make the style widely recognizable in Britain.
- 1947
Boxer shorts introduced to the UK
[1]John Hill adapted the American boxer short for the British market, creating a version with premium cotton, flatter seams and a back panel.
- 1937
Manufacturing moves to Long Eaton
[1]Sunspel moved its manufacturing base from Nottingham to Long Eaton in Derbyshire, its continuing factory location.
- 1935
The Sunspel name is adopted
[1]The business officially became known as Sunspel, with the name linked to the quality marking associated with Sea Island cotton.
- 1914
Cellular cotton fabric developed
[1]The company developed a lightweight cellular cotton fabric made using traditional lace machinery for underwear.
- 1909
Ownership passes to the next generation of the Hill family
[1]Following Thomas Hill's death, the company passed to his son and continued under Hill-family control for much of the twentieth century.
Products and positioning
British luxury basics centered on premium fabrics, understated design, heritage manufacturing and everyday comfort.
T-shirts
Classic T-shirt
The Classic T-shirt is one of Sunspel's best-known products and reflects the brand's early history in lightweight cotton jersey. Selected versions are made at the Long Eaton factory using extra-long-staple Supima cotton. The design emphasizes a clean silhouette, soft hand feel and durable construction, making it a foundational luxury-basic garment rather than a logo-led fashion item.
Underwear · 1947
Classic Boxer Shorts
Sunspel's boxer shorts date to the company's 1947 adaptation of an American underwear style for the British market. The design used high-quality cotton, flatter seams and a rear panel to improve comfort and fit. Its later appearance in the 1985 Levi's advertisement featuring Nick Kamen made the product an important part of the brand's cultural identity.
Polo shirts · 2006
Riviera Polo Shirt
The Riviera Polo Shirt is a refined short-sleeved polo based on Sunspel's historical designs and updated for Daniel Craig's James Bond wardrobe in Casino Royale. It is associated with a close, streamlined fit and premium extra-long-staple cotton, combining the informality of a polo with the finish and material standards of a luxury garment.
T-shirts · 2006
Riviera T-shirt
The Riviera T-shirt is part of Sunspel's premium jersey range and gained visibility after being tailored for Daniel Craig in Casino Royale. It represents the brand's approach to understated essentials: a simple shape, carefully selected cotton and a fit designed to look polished without excessive detailing.
Sweatshirts
Loopback Sweatshirt
The Loopback Sweatshirt was introduced during Jonathan Anderson's tenure as creative director. It uses a traditional loopback jersey construction associated with softness, structure and casual durability, translating Sunspel's textile heritage into a modern sportswear-oriented garment.
Underwear · 1914
Cellular Cotton Underwear
Sunspel's cellular cotton fabric was developed in 1914 using traditional lace machinery. Its open, lightweight construction was designed for breathable underwear. The fabric remains a historical reference point for the brand's continuing interest in comfort, ventilation and specialized textile construction.
Marketing campaigns
- 2022Edie Campbell womenswear capsule
United Kingdom · International
Sunspel collaborated with Edie Campbell on a womenswear capsule, applying the brand's minimalist and fabric-led design language to a women's collection.
Outcome. The collaboration supported the brand's expansion of its womenswear offering.
- 2006Casino Royale wardrobe collaboration
International
Costume designer Lindy Hemming selected Sunspel T-shirts and the Riviera Polo Shirt for Daniel Craig's debut as James Bond in Casino Royale. The garments were adapted to suit the character and film wardrobe.
Outcome. The placement strengthened Sunspel's association with British design, premium basics and contemporary masculine style.
- 1985Levi's laundrette advertisement
United Kingdom
Sunspel boxer shorts appeared in a celebrated Levi's commercial starring Nick Kamen. The scene in which Kamen removed his jeans and revealed the white underwear gave Sunspel substantial cultural visibility and helped popularize boxer shorts in Britain.
Outcome. The advertisement became a defining piece of exposure for the boxer-short style and Sunspel's brand recognition.
Brand decisions
2006
Update the Riviera Polo Shirt for Casino RoyaleProduct launchBackground
Costume designer Lindy Hemming wanted British-made, high-quality garments for Daniel Craig's James Bond wardrobe.
Action taken
Sunspel adapted its Riviera Polo Shirt and supplied T-shirts for the film.
Aftermath
The Riviera line became closely associated with the modern Bond image and became a prominent Sunspel product family.
2005
Change ownership while retaining the heritage propositionM&ABackground
Peter Hill sold the privately held business after a long period of Hill-family control.
Action taken
Nicholas Brooke acquired Sunspel and pursued modernization without abandoning its historical manufacturing and product identity.
Aftermath
The brand expanded its contemporary design, collaborations, retail presence and international profile.
1947
Launch a British boxer shortProduct launchBackground
John Hill encountered boxer shorts in the United States and saw an opportunity to adapt the garment for British consumers.
Action taken
Sunspel introduced a modified boxer short using premium cotton, a back panel and flattened seams.
Aftermath
The product became one of Sunspel's signature offerings and later gained mass visibility through the 1985 Levi's advertisement.
1937
Move manufacturing to Long EatonStrategyBackground
The company sought a new manufacturing base after its earlier Nottingham operations.
Action taken
Sunspel moved production to a factory in Long Eaton, Derbyshire.
Aftermath
Long Eaton remained the brand's manufacturing home and became central to its British-made positioning.
1935
Adopt the Sunspel brand nameStrategyBackground
The company had developed a strong association with Sea Island cotton and its quality-control marking.
Action taken
The business formally changed its name from Thomas A. Hill Ltd to Sunspel.
Aftermath
The new name became the basis of the brand's long-term identity and heritage positioning.
Recent events
- 2025
Sunspel clothing appears in the film F1[1]
Campaign · Product generation
Brad Pitt's character Sonny Hayes wears Sunspel sweatshirts in the film F1, providing a further screen-placement association for the brand.
- 2022
Sunspel collaborates with Edie Campbell on a womenswear capsule[1]
Campaign · Product launch
The brand worked with model Edie Campbell on a womenswear capsule collection, extending its heritage-led basics proposition into a contemporary women's range.
- 2006
Sunspel becomes associated with the James Bond wardrobe in Casino Royale[1]
Campaign · Product launch
Sunspel supplied and adapted T-shirts and the Riviera Polo Shirt for Daniel Craig's first appearance as James Bond, following the work of costume designer Lindy Hemming.
Sources2 sources
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