British menswear brand Wax London has officially launched its first-ever pop-up at Harrods, marking a major milestone for the independent label as it continues to expand its presence within the luxury retail market. Located inside the renowned Knightsbridge department store, the new space has been designed as a fully curated representation of the brand’s identity, bringing together Wax London’s focus on craftsmanship, texture and considered contemporary menswear.
The pop-up incorporates several bespoke design elements intended to reflect the evolution of the brand’s retail concept. Anchored by custom-built Wax wardrobes, the installation also features a 75-inch 4K digital display screen and a halo-illuminated Wax London logo, creating a bold visual statement within the wider store environment. Alongside these new additions, the space also references the label’s heritage through smaller design details, including a chair upholstered in the original Whiting overshirt check — one of the brand’s most recognisable signatures.
Speaking about the launch, Roger Wightman, Managing Director of Wax London, described the opening as an important moment for the business. “The opening of the Pop Up in Harrods is a proud moment for all the team at Wax,” he said. “All of the elements of our brand coming together within the iconic British retailer. The Pop Up design perfectly captures the brand codes we have taken though our stores, we added new elements such as a video screen for the first time, and captured the heritage of Wax by including a chair in our original Whiting overshirt check.”
To coincide with the launch, Wax London has also created an exclusive version of its popular Tellaro knitwear design, available only at Harrods. Developed in collaboration with the retailer, the limited-edition piece reimagines the long-standing menswear favourite in a warm beige colourway, finished with signature stripe detailing and self-colour crochet-inspired accents. Only 50 units of the knit have been produced, reinforcing the exclusivity of the release.
Harrods exclusive Tellaro knitwear by Wax London.
“Our design team worked with Harrods to develop and limited edition exclusive knit piece for the launch,” Wightman explained. “We chose our Tellero knit, a long time favourite, and reimagined it in a warm beige with signature detailing of stripe and and self colour crochet detail.”
The Harrods pop-up represents another step forward for Wax London as the brand continues to strengthen its position within British menswear, combining elevated retail experiences with limited-edition product launches that remain rooted in the label’s distinctive design language.
