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Wax London opens its first ever store in Carnaby’s Newburgh Quarter

Tom Bottomley
21 September 2020

Contemporary menswear brand Wax London has opened its first ever permanent bricks and mortar store at 28 Foubert's Place, formerly occupied by US brand Shinola on the corner of Newburgh Street and Foubert’s Place - just off Carnaby Street.

The new store follows a series of pop-up shops at markets and retail spaces across the capital as the brand has quickly developed a cult following, also via its ecommerce website.

Founded in 2016 by friends Tom Holmes, Richard Singh and Steffy Neceva – with the aim to make affordable, quality and sustainable menswear, the brand has a focus on making outerwear in the UK to reduce its carbon footprint.

It also works with organic yarns and dyes and recycled and upcycled fabrics where possible, using local mills which run on clean energy with efficient water management.

The new store is split across two floors and is also playing host to in-store exclusives and collaborations, including a coffee experience from Round Hill Roastery and jewellery by Phira London.

Wax London

Co-founder Tom Holmes said: “After starting the brand four years ago we are thrilled to be opening our first bricks and mortar store in the iconic Carnaby location.

“Sustainability has always been at the core of what we do and we will continue to strive for greener and more ethical initiatives. We’re looking forward to bringing our customers new collaborations and exciting store exclusives.”

Wax London joins the Newburgh Quarter line-up that includes Red Wing, RRL, Barbour Heritage and Fred Perry.

Retail director at London landlord Shaftesbury, Samantha Bain-Mollison, commented: “We are excited to add Wax London to our retail mix. They bring premium menswear at a great price point which is perfect for our customer.

Wax London's latest AW20 collection, entitled "Nostalgia", pays homage to the founding trio’s respective childhoods growing up in the UK and Sweden, and features relaxed 90’s style silhouettes and cuts that give a lived-in feel that highlight the label’s signature blend of Scandinavian sensibility and traditional British craftsmanship.

AW20 also sees the introduction of the brand’s "Integrity Initiative", which looks at its supply chain and identifies 10 key sustainable principles which are then used from concept to design, producing a collection created with these principles in mind.

The brand’s signature pieces include the wax-coated cotton "Navarino Mac", cut in various fabrics sourced in the UK and Italy and made in London, and the "Whiting Overshirt", produced in a mill which has a century old history of weaving fabric with sustainability at its core.

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