British performance eyewear brand, SunGod, has today opened the doors to its first ever UK retail store in London’s iconic Covent Garden. SunGod Basecamp London marks another huge step in the brand’s journey to date, creating deeper connections with its community and reaffirming its status as a challenger brand making waves in the eyewear industry and beyond.

Located on Henrietta Street in one of the capital’s most vibrant retail and cultural hotspots, the 928sq ft seasonal store will offer 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 London Basecamp is more than a store; it’s also a space for the brand’s buzzing community to come together, through athlete and ambassador events, run clubs, customisation experiences, product tests and more.

Ali Watkiss, SunGod’s CEO and co-founder commented on the launch: “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 humble crowdfunding beginnings in 2013, Ali and his partner Zoe have grown SunGod into a community-built, globally recognised eyewear brand on a mission to See Better. Through their lenses, through their actions and through doing business better, sustainability and community are woven into the brand’s DNA.

As a certified B Corp™ and 1% For The Planet member, with carbon-neutral products and operations – plus an unrivalled Lifetime Guarantee on every product – SunGod punches well above its weight and sets a standard in 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 capital reaches running fever pitch thanks to the London Marathon, SunGod will connect with its community like never before. 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, championing the sports that have shaped the brand into what it has become today.

SunGod boasts an enviable roster of athlete and ambassador partners championing the brand at the highest level of global elite sport: 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 many more.

Opening week will see community run clubs, ride outs, athlete signings, exclusive product demos and more, leading up to a full program of events that go above and beyond to serve the running community in the lead up to the Marathon and into the summer ahead.

SunGod Basecamp London can be found at 28 Henrietta St, London, WC2E 8LU and will be open daily, with an official public opening at 10am on Thursday 3rd April.