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How Speltham Started An Underwear Brand From Nothing
Esteban Julian
Interview with Speltham Founder Bart Hill-Reid & Harry Bell
Esteban: Let’s kick things off with some context. Who are you, and what is Speltham all about?
Bart: Of course. Speltham is a unisex boxer shorts brand based in London, founded in early 2022. The idea came from my girlfriend, who kept borrowing my boxer shorts. After talking to friends, I realized this was a common issue, so I thought, "Why not create a pair of boxers that everyone can wear?" And not just as underwear or sleepwear, but as something versatile enough for the beach, running errands, or grabbing coffee. That’s how Speltham was born.
Esteban: That’s a great concept. So, after this realization, what were the first steps you took? Was it more about focusing on the design or functionality?
Bart: Initially, the focus was on adjusting the traditional boxer shorts pattern to make it more suitable for women. We widened the leg openings and added a central seam at the back, which is more flattering than the typical three-panel fit in men’s boxers. We also included a back pocket. From there, it was about building a lifestyle brand, attaching meaning and aesthetics to the product, which is where Harry came in.
Harry: Right, Bart and I have been friends since childhood, and I helped shape the brand’s aesthetic. We were both inspired by Slim Aarons, a photographer known for capturing the beauty and colors of an idyllic lifestyle. Even now, with a small team of four, we ensure that everything we put outfits that original vision.
Esteban: So, Bart, you handle more of the business side, while Harry, you’re focused on creative direction and design?
Bart: Broadly speaking, I now look after marketing, strategy and operations, while Harry looks after content and graphics, with both of us collaborating across most of those.
Harry: We’ve always had this shared vision, and now we have a team that’s growing. Every piece of content goes through a rigorous process to ensure it aligns with our brand's aesthetic and vision before it’s shared online.
Esteban: Let’s talk about the early days. What was the biggest challenge? Was it getting the product right, figuring out the pricing, or communicating your brand’s message?
Bart: It was a combination of everything, but the biggest challenge was definitely communicating the product in the right way and making people want it. We were creating a new category in a sense, so there was a lot of education involved.
Harry: We started small. Our first factory order was only 25 pairs of boxers. We had no budget, so we had to be creative—shooting photos at friends’ houses, borrowing apartments, even modeling ourselves. It was all very grassroots.
Bart: It wasn’t until we got some early PR, like being featured in Grazia’s summer boxer shorts edit, that things started to take off. But in those early days, getting people to desire the product and communicating our message effectively were the toughest parts.
Esteban: How did you drive traffic and get your brand noticed without a big budget?
Bart: In the beginning, it was all about reinvesting profits back into the brand. We would boost our best-performing organic posts on Instagram to get them in front of more people. But if I were to do it all over again, I’d focus more on organic growth. Building a community and creating engaging content organically is the best way to start.
Harry: Content was huge for us. We realized that authentic, relatable content performed way better than high-budget shoots. One of our best ads was a five-second video of a friend jumping on a sofa in our boxers, shot on an iPhone. It outperformed everything else because it felt real and approachable.
Esteban: That’s a great insight. So, what were some of the key moments that signaled you were on the right path?
Bart: There were a few. The first was when people actually started buying the boxers. The Grazia feature was another. And then, when we really figured out how to run Instagram ads profitably, we saw a significant uptick. More recently, having our boxers on the cover of Cosmopolitan UK was a huge milestone.
Harry: We also had moments where small successes, like a celebrity endorsing our brand, really motivated us. Each little victory felt like a step up.
Esteban: If you had to do it all over again, what specific advice would you give yourselves?
Bart: Get other people involved early on. I was doing it solo for a while, but having Harry and now a small team has made a huge difference. You can’t do everything yourself, and having a team with different skill sets really elevates the brand.
Harry: Absolutely. Having a diverse team with different perspectives is invaluable. It helps keep the brand fresh and prevents you from getting too stuck in your own ideas.
Esteban: That’s fantastic advice. Thanks for sharing your journey with us, and congratulations on building such a unique and successful brand. I love how you’ve kept things simple and focused, which is rare and refreshing in today’s market.
Bart: Thanks so much, Esteban. We’re really proud of what we’ve built and appreciate the opportunity to share it with you.
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