Minimalist Athleticism: How Cole Buxton Redefined Luxury Sportswear

Humble Beginnings in a Bedroom

Founded in 2014 by Cole Buxton, who launched the brand from his bedroom at age 22, the label initially focused on bold-leaning yet uncomplicated luxury sportswear . Buxton had studied performance sportswear design at Falmouth cole buxton hoodie University, grounding his designs in both functionality and heritage Alongside him came Jonny Wilson, a former freelance photographer-turned-co-founder, introducing a creative vision that shaped both brand identity and design direction

Crafting Cult Appeal via Instagram

Early traction for Cole Buxton stemmed from a deep commitment to craftsmanship, form, and minimalism, which resonated amid an oversaturated fashion landscape Driven by an “athletic essentialism” ethos, they built a loyal, direct-to-consumer community without marketing gimmicks—letting quality speak for itself.

Founders as DIY Cowboys

Neither founder came from traditional fashion business backgrounds. Buxton honed his technical chops in sportswear design, while Wilson brought a creative eye from photography. Together, they embraced a hands-on, “cowboy” ethos—designing, photographing, and selling their wares with a small team, all while maintaining full creative control

Surviving the Storm: Pandemic, Brexit & Supply Chain

The duo’s resilience was tested by pandemic restrictions, Brexit-related complications, and supply chain disruptions. These challenges forced radical cost-cutting—slashing £80,000 in monthly overheads—and a complete operational rethink . Defective shipments in 2021, like 15,000 faulty T-shirts, underscored the fragility of their previous systems

Reshaping Supply & Scaling Smartly

In response, they restructured supply chains, sourcing fabrics from Italy, knits from Turkey, jerseys from Portugal, and keeping some production local in northern England—where oversight and quality control improved dramatically. They emphasized in-house pattern making, “wide and shallow” inventory runs, and avoided markdown-heavy seasonal clearouts—only offering modest Black Friday discounts

The Power of Transparency & Community

This period of hardship became part of their narrative. Via a documentary and open communication on platforms like Discord, they invited customers into their journey—celebrating vulnerabilities and instilling real, relatable connection . Vogue Business even described their approach—equal parts authenticity and direct storytelling—as “mind-bogglingly” rare in today’s industry

Brick & Mortar, With a Twist

In 2020, they opened a flagship store in London’s Soho—not a traditional shop, but a hybrid atelier where customers can watch garment creation in real time through translucent screens. It’s a physical extension of their DTC authenticity, offering both experience and transparency

Elevated Essentials’ Fashioned from Collaboration

Stylewise, the brand is described as a stylistic blend—“If you put Our Legacy, Rick Owens, Stone Island and Bottega Veneta in a blender, you’d get Cole Buxton” . Their pieces—distressed tees, heavyweight hoodies, slouchy tracks, and more experimental trousers—are casual yet considered, polished yet unpretentious

Growth Trajectory & Vision

After a rough patch, sales rebounded—projected to hit £20 million in 2022 and eyeing £100 million within a few years . They’ve brought in an experienced chairman and CFO while maintaining majority ownership, readying for scalable growth while staying true to their ethos

Cole Buxton exemplifies a trend-forward brand anchored in minimalistic athleticism, authenticity, and community. From bedroom beginnings to a resilient luxury sportswear label, they redefined the rules—prioritizing craftsmanship, control, and connection. Their story is one of grounded aspirations, transparent struggles, and a stylish, enduring vision.

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