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Nigel TAYLOR Published
February 27, 2025
Ambitious Wax London may have only debuted its first of two stores (Soho and Spitalfields) in the UK’s capital within the last eight months, but the men’s fashion brand already has its sights on international growth.
During a presentation of its SS24 collection, its creative director Tom Holmes revealed to FashionNetwork.com that this year signals its international expansion kick-off, with it planning to begin operating in the US.
Details are so far under wraps with Holmes yet to elaborate on its strategy, but he said the launch of its SS24 collection is the catalyst for a year of “strong growth”.
“Our [new] collection stands out as the best and most exciting we’ve produced yet,” he said, noting the feedback from the brand’s growing number of stockists has been “very positive”.
Importantly, the collection’s launch is also accompanied by its short video ‘hero’ campaign ‘Come Together’ which should appeal to the US market with a strong English heritage/fashion focus.
Its tongue-in-cheek portrayal of the line’s craft and creativity is shot in an English stately home where Holmes is seen surreptitiously collecting an array of fabrics from around its lavish rooms (embroidery, pointelle, crochet, seersucker and linen) to form the basis of the brand’s latest collection.
“Wax is always fabric-first, from thought to thread. The character and identity of the clothes are the foundations on which the brand is built… they are inspired by the patchwork of culture and ideas in the city”, the company said.
New SS24 pieces include Ripstop jackets, new more relaxed Trouser shapes such as the Campbell, as well as launching into sustainable suede.
Building on the success of SS23, the brand has “delved deeper into embroidery techniques” across its Didcot range with standout pieces as its Daisy Embroidery style, the Ornate square embroidery and an intricate Beach Embroidery style.
Tailoring continues as a main focus with its best-selling suit in new linen colourways such as burnt copper alongside the launch in seersucker in a variety of colourways. Casual options have also expanded in the form of short and jacket co-ords across the range, along with bolder jacquard co-ords.
The signature Whiting Overshirt also returns in new weaves and fabrics, available in signature check, the popular ‘Stepney’ fabric that was introduced for AW23 and a best-seller and new smaller checks for those looking for a more subtle check option.