London-based menswear brand Wax London proudly presents its AW25 collection, “Rewind and Reclaim”. With their 10th anniversary on the horizon, Rewind and Reclaim is a moment of reflection. Drawing on the people, places, and pieces that have shaped their journey, the AW25 collection looks inward to honour the past – reimagining it for a modern customer. It’s a tribute to a decade of craft, community, and the timeless character that defines Wax London.
The full collection’s range draws inspiration from the evocative spirit of the 1970s – a decade defined by self-expression, bold aesthetics, and timeless attitude. It’s a tribute to a period many remember with fondness or dream of experiencing, reimagined through the lens of contemporary design. True to Wax’s signature style, the collection blends rich colour palettes with standout prints and heritage references, brought to life through thoughtful detailing and elevated craftsmanship.
This season’s palette weaves together earthy browns, deep teals, and vivid bursts of cherry, brought to life most notably in our standout leather jacket. Fabric and print take centre stage as ever, with winter-ready checks, tactile textures, printed corduroy, fluffy yarns, and a recurring paisley motif adding layers of visual and material intrigue.
Overshirts are a Wax signature, and for AW25, they return with the staple Whiting alongside new silhouettes, updated textures, and elevated detailing. Highlights include printed cord, heavy crinkle cotton, wool-blend and bobble-textured checks – the latter crafted from a technically knitted fabric with a rich, tactile finish. The Otto quilt returns in a fresh colourway, and engineered check placements offer a refined twist on classic patterns. It’s a bold evolution of a timeless staple.
AW25 also marks an evolution in form. Wax has introduced even more elevated tailoring options and new trouser silhouettes alongside a curated edit of seasonal accessories. From bespoke appliqué sweats and original graphic tees to heavyweight cable knits and water-repellent outerwear, the range is designed to face the elements – and turn heads doing so.
To mark the launch, Wax London presents “Cut From The Same Cloth” – the hero campaign film for AW25. A cinematic tribute to heritage and intergenerational wisdom, the film draws inspiration from the personal relationships that sparked the brand’s inception. As Wax’s most ambitious creative project to date, it follows two brothers as they navigate loss and rediscover the memories that shaped them. The result is a powerful visual narrative that showcases the AW25 collection and captures the brand’s core values: family, connection, and enduring style.
Quote from Tom Holmes, Co-Founder and Creative Director
“As we approach our 10-year anniversary, Rewind and Reclaim is both a celebration and a homecoming. It’s about honouring the journey – ours and that of the people who’ve shaped us. This collection is a love letter to where we’ve been and a bold step toward where we’re going, rooted in craft, community, and the character that defines Wax London.
About Wax London
Founded in 2015, Wax is a London-based brand born out of a desire to make clothes with character. What sets Wax apart is their focus on sourcing unique fabrics, weaves, textures, patterns and prints from sustainable mills and partners who believe in doing things right. Their designs are inspired by the talented people they have met on their travels, alongside the brand’s British heritage, creating characterful pieces that will be worn and re-worn.
The new collection ranges from £17 – £700 Products will be available online at Wax London and in their Berwick Street, Covent Garden and Spitalfields Store.