Wax London Open First Ever Store in Carnaby

Contemporary menswear label Wax London opened their first ever bricks and mortar store on 21st September 2020. The store at 28 Foubert’s Place, is just off Carnaby Street in Soho’s Newburgh Quarter, an area known for creative, independent brands.

Founded in 2016 by friends Richard Singh, Tom Holmes, and Steffy Neceva, Wax London is dedicated to making affordable, quality, sustainable menswear.

Starting with pop-up stores at markets and indie retail spaces across the city, the brand quickly developed a cult following within its first year, launched their hugely successful ecommerce website with worldwide shipping and are now stocked in renowned department stores across the globe.

The new 700 square foot store, which is split across two floors, will also play host to in store exclusives and collaborations, including a coffee experience from Round Hill Roastery – a specialist roastery based in Somerset committed to working directly with coffee producers world-wide, who focus on celebrating seasonal coffees and produce and jewellery by Phira London, whose gender neutral pieces are designed and crafted in London, with more to be announced soon.

With an aim to bring the manufacturing of British outerwear back to the UK and to reduce the mileage on each garment, the majority of their outerwear pieces are made in London. True pioneers of sustainable fashion, the brand opts to work with organic yarns and dyes, recycled and upcycled fabrics where possible, uses local mills who run on clean energy with efficient water management, and outsources energy efficient modes of transport in the movement of raw products and finished goods.

Wax London continues to strive for best practice across all operations and seeks to find greener, more ethical initiatives as the brand grows to reduce environmental impact and to help those in need by donating profits to selected charities.

Wax London’s latest A/W ’20 collection entitled ‘Nostalgia’, pays homage to the trio’s respective childhoods growing up in the UK and Sweden. Featuring relaxed 90’s style silhouettes and cuts that give an ultra-comfortable, lived in feel that exquisitely highlights the label’s signature blend of Scandinavian sensibility and traditional British craftsmanship.

AW20 also sees the introduction of the brand’s Integrity Initiative, looking at their supply chain and identifying 10 key sustainable principles, which are then used from concept to design, producing a collection created with these principles in mind.

The brand’s signature pieces include the Navarino Mac and the Whiting Overshirt. The Mac, originally cut from a wax-coated cotton and always manufactured in London, the brand name is more than just a subtle nod to where it all began. The Navarino Mac has now become a staple piece, cut in various fabrics from the UK and Italy and produced in their favourite city, London.

The Whiting Overshirt is cut in Wax London’s Sustainable French fabric. The mill where this is produced has a century old history of weaving fabric and has been at the forefront of sustainability since the 1960’s, looking at using green energy, decreasing chemical usage and recycling fibres. This Overshirt features two front pockets, with buttons made from the corozo nut – a sustainable option to the regular plastic button and is cut as a regular fit for an overshirt, or slightly oversized when styling as a shirt.

Tom Holmes, Co-founder of Wax London said: “After starting the brand 4 years ago we are thrilled to be opening our first bricks and mortar store in the iconic Carnaby location. 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.”

www.waxlondon.com @waxlondonclothing

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