British clothing label Sunspel's new online presence launches this week. Designed by Fold7, the site – http://www.sunspel.com
– illustrates a new visual language for the brand to re-establish it as a top tier luxury label.
Simon Packer, Founding Partner at Fold7 says: “With every brand championing its British credentials this year Sunspel knew it was important to be part of that conversation, but wanted to stand out as a brand with a legitimate British story. Sunspel is steeped in heritage and our job was to balance these credentials with a contemporary, modern finish befitting a brand of their quality.”
The Sunspel brand has some fantastic credits to its name; it was the first label to introduce boxer shorts to the UK. They made the boxers worn by Nick Cayman in the iconic Levi’s Launderette ad and Daniel Craig wears their polo tops and t-shirts in his role as James Bond. Coupled with the fact that they make their own fabrics and garments at the original factory in Nottingham, they are a truly British brand through and through.
The design of the new ecommerce site articulates the brand’s modern aesthetic and aligns Sunspel with the luxury British scene with the aim of building on UK popularity to reach global markets. The site has been built as a global ecommerce platform, with multi-currency, ensuring the brand experience and product set is accessible for the important Asian and US markets, where Sunspel is already popular.
The project was assigned to Fold7 in early 2012 following a competitive pitch.
Dominic Hazlehurst, Chief Operating Officer at Sunspel says: “We wanted to revitalise the brand's online presence to reflect our modern luxury status. Our ambition was to create a site that immerses our customers in the world of Sunspel, with our distinct quality and heritage, whilst at the same time enabling a seamless shopping experience.”
Creative Director – Simon Packer
Producer – Martin Harvey
Developer – Jamie Huskisson for We Are JH