Founded down the road from each other in Shoreditch back in 2006 and 2011 respectively, The Hoxton and clothing label House of Sunny have long been at the heart of the neighbourhood as it transformed into a haven for creatives (and, in our humble opinion, each has since become a local institution in their own right).
So when our dear neighbour told us their pre-SS25 collection Room Service was inspired by hotels, the stars aligned for us to collaborate on their new campaign.
While The Hox, Shoreditch provided the setting for the campaign and lookbook, the social campaign, captured around the neighbourhood, added a cheeky edge to the playful elegance of the collection, which takes its cues from iconic 1960s and 70s design aesthetics.
We spoke to Sunny Williams, founder of House of Sunny, about his love of the hotel lifestyle, how Hox resonates with the latest collection and his top tips on hot spots around east-London.
Tell us a bit about House of Sunny:
House of Sunny is an independent, boutique-style brand focused on creating unique, thoughtfully crafted collections. We pride ourselves on producing small, sustainable runs that emphasize quality and innovation. You can shop our collections online or visit us at our East London store to experience the brand firsthand.
Why did you choose hotel culture as the inspiration for House of Sunny’s pre-SS25 collection?
We noticed our customers embracing the idea of staycations, exploring hotel culture, and incorporating its luxurious yet laid-back vibes into their own lives. Inspired by this, we wanted to dive deeper into retro hotel culture and explore how it could inform a collection that reflects nostalgia, comfort, and timeless style.
What first drew you to The Hoxton back in 2013, and why did it appeal for the Room Service collection 12 years later?
The Hoxton quickly became one of our favourite local spots in East London. We instantly connected with the space and it quickly felt like home. We even hosted our first showroom there 12 years ago. Over time, The Hoxton’s aesthetic has evolved into something truly visually striking, which made it the perfect backdrop for our Room Service lookbook. Its unique blend of contemporary and retro style made it an ideal fit for the collection.
How did hotels inspire this collection, and which aspects felt particularly ‘Hox’?
Hotels, especially those with a retro charm, inspired this collection through their attention to detail and sense of escapism. For Room Service, we drew influence from signature elements like the plush textiles, the warm lighting, and the iconic checkerboard floors. The Hoxton’s design – particularly its combination of vintage-inspired features and modern touches – was a natural source of inspiration.
House of Sunny is based just down the road from The Hoxton, Shoreditch – what are some of your favourite spots in the neighbourhood?
- Food/Drink: Allpress in Dalston for dippy eggs (no one beats them). Lunch at Okko on Broadway market by our store, or a pizza pie and caesar salad from Detroit Pizza in Islington. Dinner at Dalla in Hackney or Llama Inn on the rooftop of The Hoxton Shoreditch!
- Shopping: Aside from our own store, we’re big fans of Goodhood and the vintage stores along Brick Lane—always a great source of inspiration.
Keep an eye out for the launch of our exclusive Hox x House of Sunny Room Service tees, coming soon to the Hox Shop’s at Hox Shoreditch, Holborn, Southwark and Shepherd’s Bush.
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