{"id":190288,"date":"2021-12-14T09:57:46","date_gmt":"2021-12-14T09:57:46","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=190288"},"modified":"2021-12-14T20:40:59","modified_gmt":"2021-12-14T20:40:59","slug":"wax-london-opens-latest-pop-up-store-in-soho","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/wax-london-opens-latest-pop-up-store-in-soho\/","title":{"rendered":"Wax London opens latest pop-up store in Soho"},"content":{"rendered":"

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\u2019s Soho.<\/strong><\/p>\n

<\/p>\n

Set to run for three months until March 2022, it follows on from the brand\u2019s previous pop-up which ran from September 2020 to June 2021 at 28 Foubert\u2019s Place, just off Carnaby Street.<\/p>\n

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

The lower ground floor offers customers a laid-back retail experience, featuring a large comfy sofa covered in the brand\u2019s woven fabric, along with a table tennis table, \u201ccreating a social space to escape the busy streets of Soho\u201d.<\/p>\n

\"Wax<\/p>\n

Co-founder of Wax London, Tom Holmes, said: \u201cHaving a physical store is really important to us \u2013 we love the direct interaction it gives us with our customers.<\/strong> Our clothing is often tactile, so having a space where our customers can experience the garments in person is exciting.<\/p>\n

\u201cWe love Soho, as over the years we have shared many happy memories there. It\u2019s upbeat, diverse and bursting with creativity, all attributes that are reflected in the brand.\u201d<\/p>\n

Wax London was founded in 2016 by Holmes along with two friends, Richard Singh and Steffy Neceva<\/a><\/span>, with the aim to make affordable, quality and sustainable menswear.<\/p>\n

The brand has a focus on making outerwear in the UK to reduce its carbon footprint.<\/strong> 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

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