Store openings are one of our favourite parts of the clothing industry. A brand finally gets to show off what it’s about: the playlist, the lifestyle, and, hopefully an abundance of freshly steamed clothes and a polished floor. All of this, mind you, is usually crammed into a space barely bigger than your mate’s living room. It’s no easy feat trying to cram all of that personality into a small space, but time and time again we see brands nail it, and we expect no less from Wax London, who this October will be cutting the ribbon on their first store outside the capital…
Maintaining their allegiance for placenames beginning with the letter ‘L’, the brand has chosen Leeds as their base of operations for the North, and at 2,392 square feet, the new store is set to be roomier than most. Every inch of that space (apart from the till & staff toilets) has been devoted to showing off what the brand does best: craft, character and detail.
The store’s design leans heavily into those values. Vintage oak Drapers’ tables fitted with reclaimed storage drawers – a nod to Wax’s sustainable approach. Aged brass shelving, marble display plinths, and custom Wax London fabric curtains in the fitting rooms function as drapes of personality, while oversized mirrors and oak-framed campaign photography adorn the walls. It’s all very Wax: a blend of tactile, lived-in warmth with sharp attention to detail.
Of course, a store is only as good as the clothes on its rails, and Wax has timed the launch neatly with its AW25 collection, titled Rewind and Reclaim. With a tenth anniversary for the brand on the horizon, this collection looks backwards to go forwards, drawing inspiration from the abundance of self-expression that emerged during the 1970s. Earthy browns, deep teals and a handful of Proper certified fabrics, such as printed corduroy, fluffy yarns, and winter-ready checks.
Overshirts – the quintessential Wax product – remain a signature, with the Whiting returning alongside new silhouettes in crinkle cotton and wool blends. Outerwear also has a strong presence, as The Osier Jacket debuts in a sumptuous navy and brown check, alongside a new shearling-collared Kendal leather jacket. Accessories, footwear, and knitwear serve to round out a collection that is aptly insulating for Leeds’ Northern climate.
And in case a new store & collection wasn’t enough, Wax is premiering its most ambitious campaign film yet, Cut From The Same Cloth, a cinematic ode to heritage, family, and the garments that tie generations together.
So yeah, between the store, the collection, and the film, Wax London have got their work cut out for them. But if the past decade is anything to go by, they’ll pull it off flawlessly – polished floors, steamed clothing and all.
Find out more about Wax London’s new store, collection and film here.
