Online menswear label opens first physical store in London after 4 years

An online menswear label has announced the opening of its first physical store in London this week.

Wax London, which was founded in 2016, is opening its first permanent store off Carnaby Street after having started with pop-up stores and moving to ecommerce.

The new 700 square foot store, which is split across two floors, is aiming to “bring the manufacturing of British outerwear back to the UK”.

The brand is also aiming to reduce environmental impact and find greener, more ethical initiatives.

Tom Holmes, co-founder of Wax London, commented: “After starting the brand 4 years ago we are thrilled to be opening our first bricks and mortar store in the iconic Carnaby location.

“Sustainability has always been at the core of what we do and in this store we will continue to strive for greener, more ethical initiatives.

“We’re looking forward to bringing our customers new collaborations and exciting store exclusives.”