As Wax London approaches its 10th anniversary, the brand celebrates a decade of adventure, creativity, and cultural exploration with its SS25 collection, Embrace the World. Drawing inspiration from the vibrant melting pot of cultures in its London home, the collection pays homage to the diverse influences, meaningful connections, and compelling stories that have shaped the brand’s journey. To mark this milestone, Wax introduces Love on the Run, a cinematic campaign film that captures the essence of the collection through a modern-day love story set against the sweeping landscapes of California.
A Celebration of Color, Culture, and Companionship
The SS25 collection is a bold statement of color, culture, and companionship. The palette transitions seamlessly from serene daytime tones—washed indigo, soft seafoam, and earthy sandstone—into richer, darker shades accented with peach, mauve, and berry for evening wear. Wax elevates its tailoring with pure linen suits in vivid summer brights and deep, saturated hues, designed to take you from day to night with ease.
Jackets this season feature a relaxed fit, soft shoulder construction, and half-lining, offering a contemporary, unstructured feel that’s as comfortable as it is stylish. The brand’s signature one-button cuff adds a playful touch of refinement, blending timeless elegance with modern sensibility.
Casual Elegance and Bold New Styles
For casual elegance, Wax reintroduces its iconic Whiting overshirts, now available in fresh pastel tones, bold quilted designs, and textured fabrics—ideal for cooler summer evenings. New styles include embroidered co-ords, striking striped patterns, and pure linen checks, which effortlessly combine versatility with charm. The collection also features bold short-sleeve shirts designed for the modern adventurer, seeking individuality and dynamic personality in their summer wardrobe.
Love on the Run: A Cinematic Campaign
The Love on the Run campaign film is Wax’s most ambitious creative project to date. Inspired by Hollywood classics and the films that defined the brand’s youth, it follows a couple, Ben and Coral, on a road trip through California. Dressed in the SS25 collection, the characters embody the fearless confidence and reckless abandon of young love, mirroring the collection’s adventurous spirit.
Reflecting on the brand’s journey, Tom Holmes, Founder and Creative Director, shares, “As we enter our 10th year, I feel proud of where we are and the journey we have been on so far. Wax has grown so much since its inception—we have built an incredible group of talented individuals, and none of this would be possible without them. The dedicated work from the team has resulted in something I am truly proud to present. It is our strongest Spring offering to date, and our coinciding campaign reflects that. The brand has continued to evolve, and I am excited about what 2025 has in store for us and our community.”
A Decade of Characterful Design
Since its founding in 2015, Wax London has been driven by a desire to create clothes with character. The brand’s commitment to sourcing unique fabrics, weaves, textures, and prints from sustainable mills sets it apart. Wax’s designs are inspired by the people and places encountered on its travels, as well as its British heritage. The result is a collection of characterful pieces designed to be worn and re-worn, embodying the spirit of adventure and individuality.
Available Now
The SS25 collection, with prices ranging from £17 to £550, will be available online at Wax London and in their Berwick Street, Covent Garden, and Spitalfields stores. With Embrace the World, Wax London continues to redefine modern menswear, inviting its community to celebrate a decade of creativity, connection, and exploration.
Step into a world where culture, color, and craftsmanship unite—celebrate Wax London’s legacy and embrace the future with SS25.
