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Everybody thinks they’re immune to marketing and advertising. Like it’s a superpower. But I actually really believed it deeply in my soul — I’m not easily influenced.
Hit me with gorgeous TikTok influencers ‘naturally’ promoting a product: nope. Mention a brand in an ad on The Daily or Pod Save The World: in one ear, out the other. And commercials on TV — I mean, who are we kidding?
Wax London, though, penetrated my wall of marketing armor. And I’m so glad 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. I won’t lie, it caught my eye, but I had no intention of buying. Just not an online shopper. Then a few weeks before my wedding, I was in a department store (that’s right, in person, shopping) and there it was: the Didcot Pastel shirt ($115) from the IG ad stopped me in my tracks.
I tried it on, and immediately melted into the silky soft fabric (100% sustainable viscose). From the fit to the relaxed camp collar, I was sold. Three weeks later I wore it to a daytime friends and family event before my wedding. I felt comfortable and confident, and the shirt was a crucial part of the celebration.
The shirt would also prove to be my gateway into Wax London. It rivals the quality of an elevated brand like Rag and Bone, with designs that are sharp, original, and varied, and fabrics built to last. Wax London is the epitome of cool amidst a sea of copycat brands without an ounce of creativity.
If you’re looking to up your style game, and are willing to invest the dollars to do so, Wax London delivers on quality, creativity, and value.
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- Durability of the clothes
- Creative design across the board
- Sustainable production and shipping practices
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- Relatively high price point
Apparel Made to Last
Durability may be the best quality of Wax London's apparel, and their whiting overshirts (from $105) are the brand’s poster child. Defined by that signature silhouette, the whiting overshirts are made in limited runs, with new patterns, fabrics and colorways each time. Every time I’ve worn it (or my wife has), people comment on its design and texture. It’s an all-year-round staple that you can dress up or down any way you like; I wear it as a shirt, a mid-layer, and a 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.
While the cost may cause you to do a double take, taking care of this overshirt means it can remain an integral part of your wardrobe for years to come. "You get what you pay for" never rang truer.
And if you were curious, it gets the name "whiting" from the brand founder Tom’s very own grandad.
Details Make the Heart Grow Fonder
Delving deeper and deeper into the Wax London catalog has only revealed more layers of creativity and quality. It seems like every item features thoughtful details, which are sometimes subtle — like the thickly stitched black “W” on the black Dean T-shirt ($67) — and other times unmistakable, like the Didcot Shirt Ecru ($140) featuring various doodles, flowers, and “Wax” embroideries.
But no Wax item has been as surprising, or magnetic, as the ultra cozy, loose fit Milo Trousers ($180). I’d never worn trousers before, having worn fitted jeans and pants for most of my life. What a mistake! These straight-legged and pleated trousers became my summer staple, partially because I love how they look, but really because they rival the most comfortable pants I’ve ever worn. Now I’m looking for them in every color.
With colder weather (sadly) approaching, I’m also a sucker for knits, and am eyeing Wax’s various lightweight knitted shirts and chunky knits. Wax's product line is anything but one-dimensional, with an array of footwear and accessories, as well as patterned jackets, wool coats and macs.
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Roots of the Brand
Following in the footsteps of the most prolific brands, Wax London was born out of frustration. The company’s three founders — Richard Singh, Tom Holmes, and Steffy Neceva, who all became friends in London — couldn’t find high quality apparel without breaking the bank.
They started Wax London out of Rich’s home, and ultimately moved into their own studio and showroom in the heart of Camden Town. Stitched into the fabric of the brand is a mission to create “elevated clothing that inspires confidence and self-expression.” Blending British heritage, Mediterranean sensibility, Indian craftsmanship, and a London-centric lens, Wax London is truly unique in its aesthetic, character, and quality.
Wax On…
The common thread of every great, lasting brand is differentiation and consistency — of message, aesthetic, tone, and of product(s). Wax London is creating a wide array of apparel that feels totally distinct from any other brand out there today because its design and durability is second to none. That matters in a crowded marketplace of brands fighting for your attention (and dollars).
Anyone who invests in and sports Wax London becomes an ambassador for an expressive, original, progressive brand. No armor needed.
Shop now for Wax London style!
