Wax London: Spotlight

Founded in 2015, Wax London began in a kitchen, where three friends shared a simple goal: to dress well without breaking the bank. What started as a passion project has since grown into a renowned London-born brand, known for its distinctive, character-filled clothing.

Inspired by their surroundings and the people they’ve met on their creative journey, Wax London crafts breathable shirts, bold overshirts, soft sweaters and casual trousers all rooted in British heritage. By blending vintage and modern silhouettes, Wax London turns fabric into statement pieces with rich textures and bold patterns— timeless, characterful, and made to be re-worn. They truly strike the perfect balance between quality and personality.

We introduced Wax London to Danali in Spring 2023, and after carrying their collections for multiple seasons, we’ve come to appreciate just how wearable, lovable, and timeless their pieces truly are.

Wax London Collection

At its core, Wax London is committed to slow fashion, partnering with sustainable mills and ethical suppliers worldwide to create high-quality, long-lasting garments while minimizing environmental impact.

Wax London aligns its practices with the United Nations Sustainable Development Goals (SDGs), focusing on People, Product, and the Environment. These core principles drive every decision the brand makes.

People: Wax London is dedicated to making a positive impact by championing gender equality and fostering inclusion across its entire supply chain.

Product: Wax London is committed to responsible consumption and circular design, ensuring their products are built to last. By prioritizing sustainable materials, the brand supports a circular economy, promoting repair, reuse, recycling, and zero waste.

Environment: Wax London is focused on reducing its carbon footprint by partnering with suppliers who embrace innovative technologies and share the brand’s environmental values.

If you're already a fan, you likely know Wax London for their iconic Whiting Overshirt —a staple in their lineup that never goes out of style. For us, its a fan favourite and a bestseller which is why we carry it in various colourways year round. The best part yet–it's unisex. 

Wax London is dedicated to creating durable garments that are built to last, helping to reduce waste and prevent clothing from ending up in landfills. By choosing sustainable materials with minimal environmental impact, Wax London ensures every decision aligns with the brand’s strong sustainability values.

Responsible Material Sourcing

Wax London consciously selects low-impact materials, including renewable fibers like cotton, viscose, wool, tagua palm buttons, and recycled polyester and cotton. This responsible material sourcing helps reduce the brand's environmental footprint and supports a more sustainable fashion industry.

Commitment to a Circular Economy

Wax London designs with longevity and recyclability in mind. The brand encourages customers to repair, reuse, and recycle their garments, promoting the extension of product life and contributing to a circular economy. This commitment helps to minimize waste and maximize the value of each piece.

No Waste Policy

Wax London upholds a no waste policy, ensuring that unsold items, fabric swatches, sampling accessories, and customer returns never go to waste. Instead, they are donated to local charities and universities, furthering Wax London’s commitment to circularity and community support.

By prioritizing sustainability, Wax London continues to lead the way in responsible fashion, from material sourcing to waste reduction.

At Danali, we are consistently bringing in new pieces from the collection that not only looks good but feels good to wear so stay tuned for new arrivals every Wednesday at 10am CST.