SunGod

SunGod is a British performance eyewear brand, founded in 2013 with HQs in London and Verbier, Switzerland. Their mission is simple: See Better. Through their lenses, through their actions and through doing business better. Starting out as a crowdfunding campaign in 2013, SunGod has grown to become a globally recognised performance eyewear brand, that is performance-driven, community-built, and sustainable to the core.

SunGods are worn by elite athletes and teams around the world, and their partners - who range from WorldTour cycling teams like SD Worx and the INEOS Grenadiers, to globally recognised names such as England Cricket and McLaren F1 Team - prove the performance of their products at the very highest level.

SunGod has also built a business model that puts people, planet and profit on equal footing. As a certified B Corp and Carbon Neutral brand that donates over 1% of revenue to sustainability-focused charities, sustainability lies at the heart of SunGod’s business model. In May 2023, SunGod was also awarded the prestigious King’s Award for Sustainable Development. Together with their athletes, partners, ambassadors and customers, SunGod’s mission to See Better is multiplied.

SunGod Basecamp London offers visitors the chance to get hands-on with SunGod’s award-winning range of carbon-neutral, Lifetime Guarantee-backed performance eyewear in the brand’s home city. But it’s more than a store; it’s also a space for the brand’s buzzing community to come together, through community events, run clubs, customisation experiences, product tests and more.

Ali Watkiss, SunGod’s CEO and co-founder, commented: “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.” Building on the success of SunGod’ flagship location in Verbier, Switzerland, the Covent Garden store brings the Basecamp formula to the city where SunGod was born, championing the sports that have shaped the brand into what it is today. Opening week will see run clubs, athlete signings, product demos and more, laddering up to a full program of events throughout Summer 2025.