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.

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