After studying performance sportswear design at Falmouth University, Cole Buxton launched the brand in 2014 out of his London bedroom. In 2018, Jonny cole buxton Wilson, formerly a freelance photographer, joined as co‑founder and CEO. The duo built the company as a “DIY cowboy” operation—designing, photographing, selling, and continually refining their craft, seven days a week 

Their shared vision of “elevated wardrobe essentials” blends influences like Our Legacy, Rick Owens, Stone Island, and Bottega Veneta into a comfort‑focused, minimal but premium aesthetic 

Style DNA: Comfort Meets Craftmanship

Cole Buxton's signature style includes heavyweight cotton hoodies, washed sweats, laid‑back denim, and leather accessories. A recurring highlight is the cole buxton tracksuit “Reversed Warm Up Hoody,” available in desaturated hues like washed green and burgundy—instantly sold out on several releases

The brand also introduced standout pieces like translucent taped down jackets, rip‑stop puffers, and Italian leather bags, often with thoughtful details—think raw hems, tonal zips, and discreet branding 

Business Model: Transparency & Control

Unlike traditional labels, Cole Buxton focuses fiercely on supply chain integrity and creative control. The impact of Brexit and COVID revealed serious vulnerabilities—faulty batches and delayed shipments nearly derailed operations

In response, the brand revamped:

• Heavily reduced overheads by £80K/month

• Pursued localised production: Jersey in Portugal, knits in Turkey, fabrics from Italy, and finished goods from a UK-based factory 

• In-house pattern making to safeguard IP

• Limited collection runs, bulk fabric buying—minimal unsold stock and no reliance on markdowns 

Community-Driven: Honest, Open, Engaged

Cole Buxton doesn't operate behind a veil—it’s built around transparency and community. Their flagship store in Soho doubles as an atelier, enabling customers to observe the creative and manufacturing process 

Online, the brand uses Discord to engage fans, share design notes, launch limited NFTs, and even donate proceeds to youth-focused philanthropy. Their second documentary reveals the grit behind growth, showcasing challenges, tears, and determination 

Outlook: Sustainable Luxury with Purpose

Today, Cole Buxton is on a high-growth trajectory: from £5M to £20M in expected annual sales and aiming for £100M in the next few years. Leadership expansion (including a chairman, CFO), geographic expansion, tech solutions like mobile POS, and cautious wholesale partnerships (one partner per continent) underline their methodical growth approach 

Aligned with global shifts towards comfort-driven fashion, the label fits the zeitgeist: premium, unbranded athleisure that elevates everyday wear without shouting.

Why It Matters

Cole Buxton embodies a rare synthesis: luxurious ease, sustainable production, honest storytelling, and fierce independence. It thrives on keeping most of its business direct-to‑consumer, rooted in craft control and community authenticity.

For anyone interested in how niche fashion grows with integrity and clarity of purpose, Cole Buxton offers a blueprint worth studying. Their journey continues—minimal yet meaningful, quiet but confident, comfortable and crafted.