Wax London
Wax London is a London menswear brand founded in 2015 that makes elevated essentials such as overshirts and outerwear in limited runs. It sells online, through its Carnaby store and through department stores in the UK, Europe, the US and Japan.
| Founded | 2015 |
|---|---|
| Co founders | Tom Holmes, Richard Singh |
| First store | Foubert's Place, Carnaby (2020) |
| Signature | Overshirts and outerwear |
| Website | waxlondon.com |
What is Wax London?
Wax London is a British menswear label established in 2015 with the aim of making quality, fairly priced and more sustainable clothing. It was co founded by managing director Tom Holmes and commercial director Richard Singh, with Steffy Neceva, a Central Saint Martins graduate, as creative director.
Products and positioning
The brand began by reworking the classic waxed cotton mac, with outerwear made in London. Its range is built around what it calls elevated essentials:
- Overshirts such as the Whiting, made from recycled yarn from a French mill
- Made in London outerwear and Crombie style coats
- Organic jersey pieces
Pieces are produced in limited runs of roughly 50 to 300 per style, alongside a small continuity line and store exclusives.
Distribution
Wax London started as a direct to consumer brand. Wholesale later grew to around half of the business, with stockists including Selfridges, John Lewis, Le Bon Marché, Nordstrom, Bloomingdale's, Edifice and Beams. In September 2020 it opened its first permanent store at Foubert's Place in London's Carnaby district.
Why it matters
Wax London shows how a digital first menswear label can balance direct sales with international wholesale while using limited runs to manage stock.
Frequently asked questions
Who owns Wax London?
Wax London was co founded in 2015 by Tom Holmes and Richard Singh, with Steffy Neceva as creative director.
Where is Wax London sold?
Wax London sells through its own website, its Carnaby store in London and department stores such as Selfridges, Nordstrom and Le Bon Marché.