Wax London's Tom Holmes is just about as wholesome as a designer comes. Manning the classic ‘we’re all a family here' attitude and actually meaning it, even his brand's popular 'Whiting' polo is named after his grandad who, he tells me, “loved the style”. Patron saint of elevated polos , knits and shirts , Wax London has been creeping up in the mid-range style stakes of late, gaining fans not only in the urban British masses but also across the pond.
Yep, even Bradley Cooper wears it. Finding time in the week of Wax London's SS25 launch, I caught up with Holmes to talk about everything from his design process to the label's latest movements — and pulled out some of my favourite pieces from the new collection. How did you get involved in the world of fashion? I was originally a graphic designer but I've always been interested in fashion.
The label is ten years old this year! At the time of inception we were seeing a gap in the market for making well-made clothes with character, and with a price point that's actually accessible to a 25-35 year-old guy. Clothes that feel effortless with great texture, weave and print. Where did the name come from? The first thing we ever did was reimagine a wax jacket .
That's where the idea began of taking classic silhouettes and reimagining them for a more modern application. What's new for Wax at the moment? We've just launched our main spring/summer collection and then we have our pre-autumn collection launching in May – that's o.