The brand is best known for t-shirts, sweatshirts and basic garments made with a slow and meticulous production process. The garments are designed in Cornwall and produced in Japan using antique circular knitting machines, which allow for the creation of fabrics without side seams and with a more durable and comfortable structure.

Sunray's aesthetic is minimalist and timeless: clean lines, sober colours and a style inspired by 1950s sportswear. The brand focuses heavily on the quality of its materials, often recycled or sustainable, and on a "slow fashion" philosophy, meaning garments designed to last a long time rather than follow rapid trends.