As far as cool brands on the ‘gram go, it doesn’t get much cooler than House of Sunny.
Since its inception in 2011, the Hackney-based brand has become the go-to for all things 70’s luxe, drenched in retro nostalgia, produced in an array of muted hues.
And now, for the first time, they’re launching their first bricks-and-mortar pop-up in Central London, which will enable fans to experience the clothes IRL.
House of Sunny was founded by 32-year-old Sunny Williams, who aimed to create a brand which designed essential staples for women with a laser-sharp focus on high-end tailoring and a chic, Instagram-friendly twist.
“My initial intention was to simply build better, cool and crafted clothes for friends. Our plan was for the brand to be genuine, inclusive and attractive and we wanted our ethics, sustainability and limited edition to became our backbone,” Williams explains.
Sustainability has been at the core of every undulation in House of Sunny’s journey to fruition: the brand produces only two seasonal collections a year meaning the design team, which work out of the brand’s East London studio, have more time to research and source dead stock materials, which they use to craft their clothes. The brand doesn’t use fur, leather, skins or silk and the wool they use in their covetable knitwear is sourced from a producer with a good animal husbandry.
The brand’s ethos and pieces have enabled it to amass a less-than-humble Instagram following of 160,000 and a loyal fan base, that Williams affectionately refers to as “The Homies.”
And it is indeed ‘The Homies’ who have been the inspiration behind the brand’s upcoming six-week pop-up.
The House of Sunny store will host interactive events and experiences for anybody signed up to their newsletter: think secret in-store performances from the freshest acts hot off the London R&B scene to workshops for young women about sustainability and collaboration in beauty hosted by Insta-cool brow community, Bambrows.
Also available at the space will be Hackney-based, Scandi-designed jewellery brand, Phine, and fellow London brand, Neon Hope, which has become renowned for its outrageous sunglasses.
Commenting on the launch of the brand’s first bricks-and-mortar pop-up, House of Sunny’s Managing Director Camilla Ley noted that the team cannot wait to open the doors on their first ever retail space and “to welcome our beloved London community for a multi-faceted experience.”
The House of Sunny pop-up store opens at 45 South Molton Street on Friday November 1 until Sunday December 8. To stay updated with the store’s events, sign up to their newsletter here.