Sunspel – D2C Ranking & Growth Metrics
British luxury clothing brand making T-shirts, knitwear and underwear essentials
Last updated · August 2026 edition · method v1.3
Sunspel ranks #68 of 366 D2C brands in the August 2026 edition and #19 of 82 in Apparel, down 1 place on last month. We estimate Sunspel's revenue is growing year on year (high confidence). Branded search is growing over the past year, with a seasonal peak in July and May. Among apparel brands selling luxury clothing essentials, its closest competitor is Asket (#69).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Sunspel is today: #68 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is Sunspel's revenue growing?
We estimate Sunspel's revenue is growing year on year (high confidence). Branded search is growing strongly and site traffic is steady year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Sunspel growing?
Sunspel's Momentum score is 60.6, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and growing strongly over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Sunspel
Sunspel is a British clothing brand making wardrobe essentials for men and women, including T-shirts, polo shirts, knitwear, shirts, underwear and accessories. The range spans casual staples such as T-shirts and sweatshirts through to knitwear, tailoring and loungewear, made using materials including Sea Island cotton, cashmere, merino wool and Supima cotton. Some garments, including its classic T-shirt, are made by hand in its English factory. The brand is positioned as a luxury label built on long-standing craftsmanship rather than seasonal fashion, with products described as timeless essentials rather than trend-led pieces.
Founded in Nottingham, Sunspel traces its history back to the nineteenth century and has remained under family ownership for much of that time. It sells directly to customers through its own website, alongside physical retail, offering menswear and womenswear collections organised by category such as T-shirts, knitwear, underwear and accessories. The brand highlights its heritage pieces, including the T-shirt, the British boxer short and the Riviera polo shirt, as signature products that reflect its long involvement in British clothing manufacturing.
Sunspel branded search volume
How often people search for Sunspel by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are growing strongly. Demand is seasonal, peaking in July and May and lowest in February.
Sunspel's audience, products and channels
Social audience
- Instagram sunspelclothing 168,704
Also on X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store1,000+
- New in the last 90 days293
- Typical price145
- Price range8 – 1,295
From Sunspel's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Canada and Spain.
Sunspel competitors
The apparel brands closest to Sunspel: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Permanent-collection essentials and basics made from natural fibres in Europe.
Men's shirts, workwear-inspired clothing and outerwear sold direct to consumers
Timeless cotton clothing and home textiles made with ethical sourcing
Soft, everyday casual clothing for men and women
British-made surf and outdoor clothing and wetsuits.
Sunspel vs Asket
Sunspel leads on both size and growth: Scale 58.3 against 58.0, and Momentum 61 against 42. See Asket's page.
| August 2026 | Sunspel | Asket |
|---|---|---|
| Overall rank | #68 | #69 |
| Apparel rank | #19 | #20 |
| Scale (size) | 58.3 | 58.0 |
| Momentum (growth) | 60.6 | 42.0 |
| Branded search | 68 | 65 |
| Site traffic | 51 | 49 |
| Social audience | 56 | 60 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Sunspel: common questions
What does Sunspel sell?
British luxury clothing brand making T-shirts, knitwear and underwear essentials. Known for: Classic T-shirt, British Boxer Short, Riviera Polo Shirt, Cashmere knitwear and Sea Island Cotton clothing.
Where is Sunspel from?
Sunspel is based in Nottingham, United Kingdom.
Where can you buy Sunspel?
Sunspel sells through its own online store and selected retailers. Its online store is at sunspel.com.
When was Sunspel founded?
Sunspel was founded in 1860.
Who founded Sunspel?
Sunspel was founded by Thomas Hill.
Is Sunspel's revenue growing?
We estimate Sunspel's revenue is growing year on year (high confidence). Branded search is growing strongly and site traffic is steady year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Sunspel's competitors?
Sunspel's closest competitors in the Apparel category are Asket, Taylor Stitch, Kotn and Marine Layer.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.