Contemporary London-based apparel brand, Wax, has embarked on a journey to become a household name for a stylish, sustainably conscious audience. Eschewing the formulaic influencer approach, TWN put together a selection criteria framework reflecting the brand’s DNA that would support the brand’s identity on a deeper level.
VIP and Influencer Seeding
Built on the pillars of London, music and craftsmanship, TWN identified creatives such as Hak Baker, Jack Flannagan and duo behind Ash & Plum, helping set the foundations for their ‘Wax Meets’ content series.
We also used the same pillars to inform our influencer seeding program and secured placements on Arctic Monkeys, Glass Animals, Louis Dunford and Kodaline.
To underpin the brand community building, TWN also secured media coverage around their seasonal drops on the likes of HighSnobiety, Hypebeast, Complex, The Guardian, Esquire and GQ.