BRITISH MENSWEAR BRAND SIR PLUS EYES NEW YORK TAKEOVER

Sir Plus is launching a British invasion with its debut series of New York pop-ups. Since launching as a market stall in 2010, the brand has become London’s go-to for sustainably-made menswear staples and utility-inspired outerwear. It’s particularly known for its signature Nehru jackets and grandad shirts, which have been featured in the likes of British GQ and Esquire. Most items are made in the UK, using surplus fabrics where possible and eco-friendly natural fibers elsewhere.

Entrepreneur Henry Hales founded the brand in 2010 when he spotted a gap in the market for patterned boxer shorts. After realizing that printing his own fabric would be too costly, he stumbled upon the idea of using shirting cut-offs. Soon he began selling the boxers on London’s famous Spitalfields and Portobello markets where Sir Plus developed a loyal following. Today, demand for Sir Plus has seen the range expand to a full line of casual and formal wear, from knitwear and coats to dressing gowns and socks.

“We make great quality, long lasting items – not fast fashion,” Henry explains. “We use surplus as much as we can, and the majority of our garments are made in the UK.”

Sir Plus will arrive in New York with a shop-in-shop at Turnbull & Asser (50 East 57th Street, New York) on February 22-23, followed by a pop-up at Brooklyn Flea (Industrial City, 37th St, Brooklyn) on February 24-25.

“I’m often told that Sir Plus would be a hit across the pond and we have a growing number of loyal U.S. customers that buy online,” Henry says. “Brooklyn Flea will be a great place for us to start in New York, as the foundations of the brand go back to selling on Portobello Market. We recently opened a store in London close to our usual market spot, hopefully, we’ll one day do the same in Brooklyn.”