Sunspel Shoreditch: A new dawn

 Sunspel has just opened its first boutique in Shoreditch and by the look of the pictures they're going to be offering some of their t-shirts in some nicer colours than they have available on the website.

Which, depending on your proximity to the East End is either going to please you or infuriate you.

Still, gives you the perfect excuse to pay them a visit.

You can find the new boutique at 7 Redchurch Street.

Sunspel delivery: The English riviera

I did feel a touch of pride hitting the 'add to basket' button for my Sunspel shirts. Here is a brand that can truly call itself English - manufacturing from its factory in Nottingham since 1860, and going from strength to strength.

Well that's not strictly true - apparently Sunspel was in danger of disappearing up its own lack of imagination before the present owners took it over. They are the ones who have revamped the brand, given it the identity it now enjoys, and put shirts on the backs of exactly the right movie stars in my book (that's Christian Bale as Batman and Daniel Craig as James Bond).

I went for a couple of polos in the latest season's colours - a Riviera polo shirt in cobalt, and a rib collar jersey polo in pink. Beautiful soft Egyptian cotton, and sure to become real favourites in the wardrobe.

Just right for the Essex Riviera. That's Southend to you and me.

Brandwatch: From Sunspel With Love

I love discovering new brands, especially when they're associated with James Bond. Granted, we went through a shaky period style-wise from Roger Moore to Pierce Brosnan. What secret agent would be seen dead in a Casio watch or Brioni?

But the arrival of Daniel Craig got things back on track. Much has been made of his Tom Ford wardrobe for Quantum of Solace, but it is Casino Royale which really ratchets up the sartorial points, if only for using niche independent brands. Specifically in terms of his polo shirt.

This timelessly classic, perfect-fitting number was manufactured by Sunspel, a British brand which has been making underwear and t-shirts for 150 years.

They also made the t-shirts for Christian Bale in the Dark Knight.

It's like they've got a 'By Appointment' crest for boys' heroes.

Aside from the movie associations, Sunspel seems to have kept an otherwise low profile and has made a point of remaining independent throughout its history.

This is actually a good thing dress-wise, because the last thing you want to be accused of is trying to dress like 007, even if you are.

But I'd be no good as a secret agent. Sunspel has been off my radar for so long I'm probably the last person to know about it.

I'm going to try to forget the associations with Liam Gallagher's Pretty Green label, and the other collaborations of a more questionable nature.

Thanks for the nod, GQ.