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Wax London opens latest pop-up store in Soho

Tom Bottomley
14 December 2021

Contemporary British menswear brand Wax London has just opened a new 500 sq ft pop-up store over two floors at 3 Berwick Street in London’s Soho.

Set to run for three months until March 2022, it follows on from the brand’s previous pop-up which ran from September 2020 to June 2021 at 28 Foubert’s Place, just off Carnaby Street.

The new store is carrying an exclusive edit of the AW21 collection, including a special selection of its best-selling "Whiting" overshirts that are woven from recycled cotton yarns.

The lower ground floor offers customers a laid-back retail experience, featuring a large comfy sofa covered in the brand’s woven fabric, along with a table tennis table, “creating a social space to escape the busy streets of Soho”.

Wax London store

Co-founder of Wax London, Tom Holmes, said: “Having a physical store is really important to us – we love the direct interaction it gives us with our customers. Our clothing is often tactile, so having a space where our customers can experience the garments in person is exciting.

“We love Soho, as over the years we have shared many happy memories there. It’s upbeat, diverse and bursting with creativity, all attributes that are reflected in the brand.”

Wax London was founded in 2016 by Holmes along with two friends, 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.

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