West Wittering

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Join SMR Days and friends for a day at the beach with our Summer 2021 collection

Gautam wears: Leeward Shorts in Ivory and Navy

Gautam and Sam wear: Leeward Shorts in Ivory and Navy, Leeward Shorts in Pink, Astir Jacket in Pink

The village of West Wittering, found on Britain’s sedate southern coastline, has long been a haven of escape for those fatigued by city life. This is mostly down to its long stretch of white-sand beach, edged with grassy dunes and dotted with beach huts, in vivid shades of blue, yellow and pink – all just a couple of hours from London. If the last year has taught us anything at all, it’s that escape is closer to home than you think.

Last month, a group of friends of SMR Days – Jessie Bush of @wethepeoplestyle and husband Sam Flaherty, GQ Style fashion director Elgar Johnson and actress Sarah Hadland, andHighsnobiety editorial director Christopher Morency and girlfriend stylist Bonnie Langedijk – travelled down to West Wittering, joined by our founders Adam Shapiro, Dan May and Gautam Rajani. Snaking through the British countryside from London in their own automobiles, it was part of the SMR Days Road Trip, a summer-long campaign which imagines SMR Days back where it was meant to be – on the road. Each wore clothes from our Summer 2021 collection, which launched in May, spending a day by the water and taking over one of the beach huts for an afternoon in the sunshine with friends.

Chris and Gautam wear: Ecru Cotton Herringbone Workwear Jacket, Leeward Shorts in Ivory and Navy

Sam wears: Leeward Shorts in Pink, Astir Jacket in Pink

West Wittering is a place particularly special to our founders – not least creative director Dan May, whose own home is close to the village, and who draws inspiration from the stretch of shoreline for SMR Days’ collections. Memories of days on the beach – in rain or shine – inspired this season’s Wittering jacket, a riff on the workwear jacket crafted from ivory herringbone cotton, decorated with a vivid blue tie-dye pattern. Everything in the collection is named after one of our founder’s favourite beaches, though it’s perhaps the Wittering jacket which feels the most special of all.

Here, alongside photographs of the trip, the guests share a memory of West Wittering and dream of future road trips further from home.