Reigning Champ vs Wax London
These two brands don't really compete, which is exactly why the comparison is useful. Reigning Champ is a Vancouver-based operation that has spent twenty years perfecting fleece and jersey. Wax London is a London label making loud-but-considered shirts and shorts out of Portugal and Italy. The question isn't which brand is better overall. It's which one fills the gap in your wardrobe right now.
Wax London scores higher on average (8.0 vs 7.7 across a much larger pool of 27 pieces versus 10), and its ceiling is higher too: the Whiting overshirt at 9.2 is the best single piece in this comparison. But Reigning Champ is the stronger call if your wardrobe is short on basics and athleticwear. Neither brand is overpriced for what it delivers. They just deliver different things.
Choose Reigning Champ if you want the best hoodie and jersey basics at this price, made in Canada with consistent construction.
Reigning Champ review →Choose Wax London if you want shirts and shorts with actual personality, made in Portugal and Italy, at prices that don't require an apology.
Wax London review →On make
Reigning Champ builds almost everything at CYC Design Corporation in Vancouver, which is a real factory with a real track record, not a vague 'made in Canada' label claim. The Midweight Terry RC33 Hoodie at $148 is the clearest expression of what they do: the loopback terry is dense, the seams sit right, and the fit doesn't go boxy after six months of washing. Wax London works out of Portugal and Italy, with some outerwear made in the UK. The construction on the shirts is solid without being exceptional; what you're paying for is the fabric choice and the print work, both of which hold up in person.
On range
This is where the comparison gets lopsided. Wax London has 27 scored pieces against Reigning Champ's 10, and the range shows it. Wax London covers shirts, shorts, and outerwear with real depth; Reigning Champ's scored lineup is almost entirely basics and sweatshirts. If you need a short-sleeve shirt with some character, Reigning Champ simply doesn't have an answer. If you need a proper hoodie or a blank t-shirt that wears well over time, Wax London isn't in the conversation. The Solotex Mesh Tiebreak Tee at $75 and the Lightweight Jersey Standard at $48 are both doing a specific job that Wax London doesn't attempt.
On value
Both brands sit in the accessible tier, and neither feels like a bad deal for what you get. Reigning Champ's pricing is straightforward: $48 for a jersey tee, $148 for a hoodie, $265 for the Linen Venue Jacket, which scored 8.4 and is the brand's strongest piece in this dataset. Wax London runs slightly higher on shirts, with the Whiting overshirt at $235 and the Kurt shorts at $160, but the scores back the prices up. A 9.2 on the Whiting is not a number we hand out lightly. The one thing worth flagging: Wax London's fit runs boxy, which is a considered choice rather than a flaw, but worth knowing before you order.