Published
Sep 22, 2020
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Wax London opens first shop with Carnaby debut

Published
Sep 22, 2020

Contemporary menswear label Wax London has opened its first ever permanent physical shop with a debut at 28 Foubert's Place, just off Carnaby Street in Soho’s Newburgh Quarter.


Wax London



It’s a neighbourhood known for creative indie brands and seems to suit the label that was founded in 2016 by friends Richard Singh, Tom Holmes, and Steffy Neceva.

The label has some previous experience of physical shops having opened a number of pop-ups across London. It’s also stocked in department stores internationally and operates a global webstore.

The new space covers 700 sq ft split across two floors and the company said that as well as selling the label, it will play host to in-store exclusives and collaborations. These include a coffee experience from Somerset-based Round Hill Roastery and gender-neutral jewellery by Phira London. More link-ups will be announced soon. 

The company has the aim of bringing the manufacture of British outerwear back to the UK and to reduce the mileage on each garment, which means the majority of its outerwear pieces are made in London. Its sustainability commitment goes further than that with the use of organic yarns and dyes, recycled and upcycled fabrics where possible, and using local mills that run on clean energy with efficient water management. It also outsources energy efficient modes of transport in the movement of raw products and finished goods. 

Co-founder Tom Holmes said: “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.”

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