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Our Approach

When it comes to approach, ours is all about the customers. That means we work hard to put quality, integrity and honesty before anything else. We don’t believe that clothing should carry hefty price tags, so ours doesn’t. It’s about creating more for the consumer – better quality clothes, better stories and a better sense of the culture of Wax.

Born, Bred, Stitched and sewn in London

Much of our outerwear design inspiration comes from the British outerwear tradition. So it makes sense that many of our outerwear pieces are made in the very place so much began – our home, London.

Giving Back

Doing well while doing good is important to us, and we have initiatives in place that allow us to do just that. Each collection features a Hero Piece, a portion of the profits of which will go to a charity of our choice. Past charities have included The Pardada Pardadi Educational Society in India, a charity that supports the education of over 600 girls, who otherwise wouldn’t have access to an education. Through working with charities and maintaining strong relationships with our factories, we’re able to do good our way.

Wax Journal

Printed just outside London, The Wax Journal is our seasonal publication, which accompanies each new collection. It lifts the curtain on our ever-evolving picture; what interests us and what we’re about – not only our garments and the process involved in making them, but the people behind them. Readers will be introduced to friends, creatives and fellow entrepreneurs, all of whom inspire us in their own individual ways.

A Little Bit About The Founders

Friends and founders Tom, Rich and Steffy set out to start a company dedicated to making affordable, quality menswear, with the aim of bringing the actual ‘making’ tradition of British outerwear back to the UK. The all-over Scandinavian tint is the basis for why everything looks the way it does; the minimal, subtly detailed design, the photography, their journal and everything that makes up the WAX London aesthetic. This combination is a derivation of founders Rich and Tom’s West Country background and Steffy’s upbringing in Sweden. With their disparate backgrounds in graphics, business and fashion (one of the trio is a Central Saint Martins alumni) WAX’s focus doesn’t just lie in creating covetable everyday wear but also in establishing ways of giving back to charities, producing inspiring content through their printed publication and creating job opportunities for skilled workers in the UK. Wax London is about taking apart the apparel world, and stitching it back together, their way, one thread at a time.

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