Brand Feature - Wax London

Wax London 

Great clothing often starts with a simple idea. For Wax London, that idea was to create garments with character, pieces that feel modern but rooted in something familiar.

Founded in 2015 by Tom Holmes and Tom Snare, the London-based label was built on a clear goal: to produce well-made clothing that blends timeless menswear foundations with contemporary design. Holmes, originally working in graphic design before moving into fashion, recognised a gap in the market for clothing that felt distinctive yet accessible. Garments with personality that didn’t rely on loud branding or inflated price points.

The name itself reflects that philosophy. Early on, the founders experimented with reinterpreting the classic wax jacket, updating a traditional silhouette for a modern wardrobe. That process of reworking familiar garments, drawing from heritage while introducing fresh textures, colours and fabrics. This philosophy would go on to define the brand’s identity.

From Market Stalls to a Global Brand

Before Wax London became an internationally recognised menswear label, its beginnings were far more grassroots.

Holmes and the team initially sold vintage clothing at markets and pop-ups across London. Those early experiences helped shape the brand’s direction, giving them a direct understanding of what people gravitated towards: garments with strong fabrics, interesting textures, and silhouettes that felt timeless rather than trend-led.

Instead of simply recreating vintage pieces, Wax London used those influences as a foundation. The brand blends elements of workwear, tailoring, and relaxed British menswear to create clothing that feels both familiar and contemporary.

Fabric has always been at the centre of that process. Holmes often describes Wax London as a fabric-first brand, where colour, texture and pattern form the starting point for each collection. The aim isn’t to chase trends but to design garments that people return to again and again. Pieces that develop character the more they are worn.

London itself remains a constant influence. The city’s mix of cultures, styles and creative energy continues to shape the brand’s approach to colour, silhouette and styling.

The Whiting Overshirt

If there’s one piece that perfectly captures the Wax London ethos, it’s the Whiting Overshirt. Bradley Cooper may have had an influence in the success of the whiting considering he owns pretty much every one Wax has ever produced...

The Whiting Overshirt we have available in-store - a beautiful plaid weave ecru/red

Named after Holmes’ grandfather, the Whiting has become the brand’s signature garment. Sitting somewhere between a jacket and a shirt, it offers a versatile layer that works throughout the year. Each season sees the design reimagined in new fabrics. Textured wool blends, intricate woven textiles and bold seasonal patterns, while the core silhouette remains unchanged. You can even trace each whiting to the mill/factory it was produced one which highlights a key reason why Wax has been so successful. Transparency.

That balance between familiarity and evolution is what makes the Whiting such a defining piece. It’s practical, distinctive, and easy to wear. If you need a statement piece, look no further.

Spring/Summer Collection — Texture, Colour, and Character

As its our first season with the brand we have focused our selection on what the brand does best: distinctive fabrics, relaxed silhouettes, and subtle details that elevate everyday clothing.

At the centre of the collection is the Whiting Overshirt, available in plaid ecru and red. It’s a bold textured option that works equally well layered over a simple tee or paired with relaxed tailoring. Like all Whitings, it balances the structure of a jacket with the versatility of a shirt, making it one of the most adaptable pieces in any wardrobe. A true statement piece if ever there was one. 

Shirting this season leans into lightweight summer fabrics and delicate detailing. The Didcot Shirt arrives in both linen and linen-cotton blends, offering breathable options designed for warmer weather. The chunky flower embroidered shirt is made from 100% linen and is available in pink and white. The summer back applique version is a real standout due to the amount of embroidery on the garment. Wax do embroidery extremely well and we feel it is best portrayed on their Didcot shirts. 

The Didcot Flower Embroidered Shirt in Pink - The Didcot Summer Back Applique

Alongside the Didcot sits the Curzon Short Sleeve Shirt, a cropped silhouette crafted from a drapey tencel, a soft, breathable fabric that drapes naturally and gives the shirt a relaxed summer feel. The Belle Polo Shirts add to the layer of statement pieces that Wax offer. Intricately woven fabrics landing in bright, refreshing summer colour-ways.

Belle SS Polo Shirt in Tipped Pointelle Blue/Ecru - Curzon Drapey Tencel Twill in Brown

Completing the collection is the Kurt Trouser, available in both standard and longer lengths. Relaxed yet refined, it offers a versatile option that pairs naturally with the overshirts and lightweight shirting across the range. We don't always like to mention the price point of a garment but, at £105 we think these are really well priced for what they are.

The Kurt Trouser available in a light khaki and a dark navy

Together, these pieces reflect what Wax London does best: clothing that feels relaxed, thoughtful, and full of character, garments designed to be worn often and styled effortlessly.

Because good style doesn’t need to shout.

It simply speaks through the details.

We’re buzzing to have Wax London in-store this season. Known for its intricately woven shirts, relaxed silhouettes, and thoughtful approach to modern menswear, the London-based brand has built a strong reputation for producing garments that feel both distinctive and easy to wear. With a focus on quality materials, considered textures, and versatile pieces designed to be worn often, Wax London embodies the kind of craftsmanship and understated character we value in the brands we bring into store

Explore the full collection here.