May 23, 2025
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Everyone thinks that they are immune to advertising and marketing. It’s like it’s a superpower. I was not easily influenced, but I really did believe it.
Wax London penetrated through my marketing wall. It’s a good thing it did.
I was targeted with the same Instagram ad over and over of a tan and tall, salt-and-pepper-haired man wearing a pastel, short-sleeve button-down shirt. It was a good ad, I’ll admit, but I didn’t intend to buy it. I’m not a big online shopper. Just a few weeks prior to my wedding, I was shopping in a department shop (yes, in person) when the Didcot Pastel t-shirt ($115) advertised on IG caught my attention.
The silky, soft viscose fabric (100% sustainable) immediately made me melt. The fit and the relaxed camp collar sold me. Three weeks later, I wore the shirt to a family and friends event during the day before my wedding. The shirt made me feel confident and comfortable, and it was an important part of my wedding celebration.
The shirt was also my entry into Wax London. In terms of quality, Wax London rivals Rag and Bone with sharp, original, and diverse designs and fabrics made to last. It stands out among a sea of copycat brands that lack creativity.
Wax London is a great choice for those who want to upgrade their style and are willing and able to spend the money to do so. They offer quality, value, and creativity.
Clothing Made to Last
Wax London is known for its durability. Their white shirts, starting at $105, are a great example. The whiting overshirts, defined by their signature silhouette, are produced in limited editions, and each one is unique, with different patterns, fabrics, and colours. People have always commented on the design and texture every time I (or my wife) wear it. This is a staple you can wear all year round. You can dress it up or down however you want. I use it as a T-shirt, mid-layer and jacket. And true to the brand’s ethos, it’s made sustainably by a family-run French mill using recycled cotton and environmentally friendly Corozo nut buttons.
The cost of this overshirt may make you do a double-take, but if it is taken care of properly, it will remain a staple in your wardrobe for many years. The adage “you get what you paid for” has never been more true.
If you’re curious, the name “Whiting” comes from Tom’s grandfather.
Details that make the heart grow fonder
Wax London’s catalogue is filled with layers of creativity and high quality. Every item has thoughtful details. Sometimes, they are subtle, such as the black “W” stitched thickly on the black Dean t-shirt (67 dollars), and sometimes, they are obvious, like the Didcot shirt Ecru ($140), which features various doodles and flowers.
No Wax product has ever been so magnetic or as cosy as the Milo Trousers ($180). I had never worn trousers, as I had always worn jeans and pants that were fitted. It was a terrible mistake! They are the most comfortable trousers I have ever worn. Now I want them in all colours.
Wax has a wide range of knits for the colder months. I am particularly interested in their chunky knitting. Wax is not just a one-dimensional brand. They also have patterned jackets, wool coats, and macs.
The Roots of the Brand
Wax London is a brand born from frustration. The three founders, Richard Singh, Tom Holmes, and Steffy Néceva, who became friends in London, could not find high-quality clothing without spending a fortune.
Rich started Wax London in his home. They eventually moved to their studio and shop in Camden Town. Wax London’s mission is stitched into its fabric: to create “elevated clothes that inspire confidence and self-expression.”
Wax on…
Every great and lasting brand has a common thread: differentiation and consistency. This is true of the message, aesthetics, tone and product(s). Wax London creates a variety of clothing that is totally different from other brands because the design and durability are second to none. This is important in a market where many brands are competing for your attention and dollars.
Wax London is a progressive, expressive and original brand. Anyone who wears it or invests in it becomes a Wax London ambassador. No armour is required.
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