The contemporary menswear label have been making waves with their dedication to sustainability and their first ever bricks and mortar store in London’s Soho.
Jacquard macs with hidden Japanese block print detailing. Drawstring trousers in the inkiest indigo-blue corduroy. Overshirt jackets named after boundary-pushing American jazz icon Chet Baker in a blush pink denim. Introducing the brand dedicated to crafting only premium menswear with sustainability at it’s core: Wax London.
Founded in 2016 by friends Richard Singh, Tom Holmes, and Steffy Neceva, the majority of outerwear pieces are made in London, and the aim of the game is to bring the manufacturing of British outerwear back to the UK.
Wax London started with pop-up stores at markets and decking out indie retail spaces across the capital, before swiftly gaining a cult following, leading to the label’s successful e-commerce site, with pieces now also stocked in renowned department stores across the globe.
The brand also knows it’s all about doing good, feeling good – and prides itself on setting an example with good sustainable practices: working with organic yarns and dyes, recycled and upcycled fabrics where possible, using local mills which run on clean energy with efficient water management, also outsourcing energy efficient modes of transport in the movement of raw products and finished goods.
In line with their nostalgia-inspired AW20 collection – paying homage to the founding trio’s respective childhoods growing up in the UK and Sweden (expect staples blending minimal Scandi cuts with traditional British craftsmanship) – Wax London have also recently opened their first ever bricks and mortar store at 28 Foubert’s Place, just off Carnaby Street in Soho’s Newburgh Quarter.
“After starting the brand 4 years ago we are thrilled to be opening our first bricks and mortar store in the iconic Carnaby location,” explains co-founder Tom Holmes. “Sustainability has always been at the core of what we do and in this store we will continue to strive for greener, more ethical initiatives. We’re looking forward to bringing our customers new collaborations and exciting store exclusives.”
