The menswear label drops its debut for AW16.

Described as an ‘evolution of the current menswear landscape’ on the press notes that landed in our inbox, new label Wax London has arrived just in time for AW16.

Created by Rich Singh, Tom Holmes and Steffy, the label marries classic British design, influenced by the former pair’s West Country background, with Swedish Steffy’s Scandinavian style of ease and function; the outcome being a modern aesthetic that places it somewhere in-between the smart casual vibes of brands like Percival and YMC.

With simplicity at their core, the trio have produced a series of quality sweats, casual tailored trousers and contemporary leaning jackets, while collectively they boast strong ethical relationships with factories in Turkey, Nepal and India: a hero piece each season sees its profits go to a charity that works in the country it was made.

Lensed by Naomi Akvama, the accompanying look book, pictured above, takes an abstract look at shape and form, the results placing it outside of the standard straight ups.

waxlondon.com

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