British performance eyewear brand, SunGod, has today opened the doors to its first UK retail store in London’s Covent Garden.
SunGod Basecamp London marks another step in the brand’s journey to date. The new store will aim to create deeper connections with its community and reaffirm its status as… ‘a challenger brand making waves in the eyewear industry and beyond.’
Located on Henrietta Street in one of the UK capital’s most vibrant retail and cultural hotspots, the 928sq ft store will offer visitors the chance to get hands-on with SunGod’s. The London Basecamp is also a space for the brand’s community to get together, through athlete and ambassador events, run clubs, customisation experiences, product tests and more.
Ali Watkiss, SunGod’s CEO and co-founder, said “We’re excited to bring SunGod Basecamp to London, a city with an incredible energy and community that’s been at the heart of our journey since day one.
“Today is a huge milestone for SunGod, whilst also being a small stepping stone in our much bigger mission to challenge and change our industry. We can’t wait to open the doors on a space where our community can connect, get inspired and experience SunGod at a whole new level.”
From its crowdfunding beginnings in 2013, SunGod has evolved over the years. Now, as a certified B Corp and 1% For The Planet member, with carbon-neutral products and operations – plus a lifetime guarantee on every product – SunGod has a focus on sustainability. In recognition of these actions, King Charles awarded the brand the prestigious King’s Award for Sustainable Development in 2023.
From April 2025, a month where the UK capital reaches running fever pitch thanks to the London Marathon, SunGod will connect with its community. Building on the success of the brand’s flagship location in Verbier, Switzerland, the new Covent Garden store brings the Basecamp formula to the city where SunGod was born.
SunGod boasts a roster of athlete and ambassador partners: from McLaren F1 to INEOS Grenadiers and SD Worx WorldTour cycling teams, leading ultra runners Courtney Dauwalter and Tom Evans, as well as England Cricket, Sir Ben Ainslie and more.
The new store’s opening week will see community run clubs, ride outs, athlete signings, exclusive product demos and more, leading up to a full program of events around the London Marathon and into the summer ahead.
SunGod Basecamp London can be found at 28 Henrietta St, London, WC2E 8LU and will be open daily.
