SunGod, a UK-based performance eyewear company, positions itself in stark contrast to traditional urban retail. Its latest move, the opening of “Basecamp London” in London’s bustling Covent Garden aims to foster direct engagement, hands-on product experience, and sustainable design thinking.
In recent years, consumer awareness around sustainability has grown, but the eyewear industry remains plagued by short product lifecycles, disposable trends, and opaque supply chains, with up to 75% of cellulose acetate—the primary material for many glasses—regularly discarded. Moreover, each year in North America alone, more than four million pairs of reading glasses end up in landfills, resulting in approximately 250 metric tons of non-biodegradable waste. The amount of waste is expected to increase due to increased screen time and related vision issues.
As a certified B Corp with carbon-neutral operations and a lifetime guarantee on all products, SunGod has taken a fundamentally different approach—centering repairability, durability, and accountability.
I spoke with Ali Watkiss, co-founder of SunGod, about the company’s holistic approach to sustainability and community engagement. Building on my previous interview with Zoe Watkiss, the company’s co-founder and co-CEO, Ali and I explored what sets Basecamp London apart: its novel approach to retail infrastructure by employing modular and reusable design elements, significantly reducing the waste typically associated with retail fit-outs. This is crucial, considering that the retail sector generates 1.1 million tonnes of waste each year in the UK. Globally, the urgency to address retail and consumer waste is underscored by projections from the United Nations Environment Programme (UNEP), which projects that municipal solid waste could nearly double from 2.1 billion tonnes in 2023 to 3.8 billion tonnes by 2050.
Our discussion also focused on specific community initiatives hosted at Basecamp London. With a growing cohort of athlete-ambassadors, thousands of crowd-investors, and weekly run clubs, SunGod has built a network that is as much about values as it is about vision. As more companies look to demonstrate authentic environmental and social leadership, SunGod’s model offers insights into how physical retail can serve as a tool for accountability and connection—not just commerce. Read more about SunGod’s innovative approach to sustainable retail and community building in the interview below.
Christopher Marquis: Congrats on launching a new store in London. Can you say a bit about why you chose the location you did and what your goals are?
Ali Watkiss: Firstly, as a challenger brand, by choosing Covent Garden we’re proving that we can do things differently – offering better products, with a better customer experience, that are better for the planet – and still compete with the industry giants. The surge of premium sports and athleisure brands in the Covent Garden area highlights the exciting trajectory of our industry, and by choosing this location, we’re leading the charge for independent brands.
Secondly, our customers wanted it. With eyewear products, people want to try before they buy – we’ve heard this from our customers since Day 1. Starting life as an eCommerce brand made that a challenge. Now that we’re ready to open a UK store, it makes sense to do it in the heart of London, where we can connect with our biggest and most engaged customer base. We know the demand in London is huge because our customers (and future customers!) have told us – and now, we can meet the demand and offer them the chance to get hands-on with our products before they buy.
And finally, being in Covent Garden allows Basecamp London to be a true brand hub. Our products are designed in our London HQ just a short walk away in Waterloo, and Basecamp London offers our athletes, ambassadors, team members and customers the chance to come together in one, easily accessible space in the beating heart of London.
Marquis: The store is positioned as community-focused, could you explain this concept in more detail?
Watkiss: We’re a community-built brand, and that means the SunGod community is woven through every aspect of our business. From our athletes and ambassadors shaping our product design through R+D, to our 4000-strong community of customer-investors who have fuelled our growth through crowdfunding, to our sold-out run clubs where you can come and test our products to find your perfect pair – Basecamp London will become the new beating heart of our brand this summer, that hosts all this and more. 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.
Marquis: With sustainability at the core of all you do, how are you ensuring a responsible approach to the Basecamp London store?
Watkiss: As Basecamp London is a seasonal store, our focus has been on minimising our impact through either sourcing recycled units and furniture, or creating new elements that can be re-used in any setting. This ethos has fed into our display and point-of-sale design – I drew on my architecture background to inform a display unit design that will feel at home in any space. This means that when Basecamp London moves to a new home, our interior will come with us!
Beyond this, Basecamp London lives up to the high standards of sustainable business practices we hold ourselves to, including our Lifetime Guarantee service – which will be offered in-store – our Carbon Neutral products and operations, and our commitment to recycled and recyclable materials and packaging.
Marquis: What can we expect from the new Basecamp London store over the coming months?
Watkiss: We’re so excited to take our tried-and-tested Basecamp formula from our flagship store in Verbier, Switzerland, and bring it to the next level in London. That means offering our world-class in-store experience, such as our complete customisation service and Lifetime Guarantee, plus a whole host of community events to take Basecamp London to the next level. For example, in April London’s running scene will reach fever pitch thanks to the London Marathon, and we’ll be hosting a busy programme of running-focused events – think athlete Q&As, signings, and product demos – as well as our weekly run clubs for 100+ people – to get the running community amped up for the Marathon and beyond.
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