LOX – The Only Tote You Will Ever Need 
LOX is all about the simplicity, beauty, and power of thoughtful design. With a focus on personal style and well-being, their designs are crafted to make your everyday life effortless and chic. The Founder of LOX, Ema Wakeford, shares her story on how she began her journey to create that perfect tote bag. 

THE STYLE NOTES

The buttery soft vegan leather is made from recycled plastics and is engineered for carrying, strength, and durability. It’s smooth to touch and finished with matte black fastenings. The elegant and versatile tote features generous space for a laptop and necessities.  

LOX understands that your day requires an arsenal of essentials – from your laptop and makeup to lunch and a water bottle. That is why their totes are thoughtfully designed to carry it all, featuring a spacious main compartment and a signature insulated section to keep meals fresh and essentials spill-free.

SAY HELLO TO EMA

I’m Ema Wakeford, the founder of LOX. My journey in design and fashion began with the simple yet powerful goal of creating something that merges function and elegance. As a lover of both style and practicality, I wanted to create a product that could seamlessly fit into my busy life while maintaining aesthetic beauty. Prior to starting LOX, I worked in event production and brand management for retail and luxury brands, which gave me a strong understanding of consumer needs, creativity, and business operations. 

BEHIND THE LABEL

What began your design journey to that led to LOX? 

The inspiration behind LOX came from a personal frustration of not being able to find a tote that was both stylish and functional. I wanted something that could carry my laptop, makeup, lunch, and a water bottle without compromising on style. I envisioned a product that made everyday life easier while keeping me looking chic and organised. 

What specific insights or trends in the industry did you already recognize, and how did those shape your approach when developing your brand?

I knew the fashion industry could be incredibly dynamic and fast-paced, but I wanted to learn more about sustainable practices and how design could contribute to both style and environmental responsibility. I wanted to understand how to build a brand that wasn’t just focused on looks but has as minimal impact on the environment as possible during the creation and production process, and that has lasting value. 

BEYOND A TOTE BAG

What inspired you to develop LOX beyond just a functional tote bag and turn it into a distinct style statement?

The idea for LOX was always about more than just a tote bag—it was about creating a piece that would elevate daily routines. I wanted to design a bag that was sophisticated yet practical enough to hold everything needed for a busy day. The innovative insulated compartment is a key part of that vision, offering functionality that sets LOX apart from other totes on the market. 

The name LOX references the insulated compartment that ‘locks’ in temperature — hot or cold. Beyond that innovation, what other key factors influenced the final design of the bag?

Yes, the insulated compartment was a pivotal factor in the design, but I also wanted the overall bag to be both minimalist and durable. The vegan leather is made from recycled plastics, the internal water-resistant nylon is recycled, contributing to a more sustainable product, while the matte black fastenings and simple design give it a sophisticated edge. The final design came together through a balance of utility and style, ensuring it was both beautiful and functional. 

If you had to sum up the LOX Tote in just a few words, what would they be — and why?

Sophisticated, sustainable, and versatile. 

What key advice would you give to someone looking to turn a fashion concept into a real, market-ready product?

Start with a clear vision of what you want to create and stay true to that vision. Don’t be afraid to take risks but also be prepared for the hard work it takes to get your brand off the ground. The product testing period is essential, allowing longer for this than you might imagine. Surround yourself with a supportive team and always listen to feedback from your customers to improve and evolve your product. 

THE STYLE NOTES

What core values and personal beliefs guide your approach to style and fashion?

For me, style is all about authenticity. Fashion should reflect your personality, be versatile, and make you feel confident in your own skin. I believe in designing products that are both practical and aesthetically pleasing, so they serve a purpose and elevate your everyday look. Sustainability is also a core value for me, and I’m passionate about using eco-friendly materials in my designs. There is continual growth and opportunity in this space, so I’m constantly motivated to learn and improve. 

Who in the fashion industry do you admire most, and what about their work or vision resonates with you?
I admire designers who focus on sustainability, like Stella McCartney. She’s a pioneer in making fashion more eco-conscious while maintaining high standards of design. I was particularly inspired by the handbags she launched in 2022, which used Mylo, a vegan leather made from mushrooms.  

How would you describe your personal style, and what’s your overall philosophy on fashion?

My personal style is about mixing practicality with a touch of elegance. I love classic pieces with modern twists, and I’m drawn to timeless accessories that can be worn in any season. Fashion to me is about expressing who you are, and I think it should empower you to feel confident and comfortable in whatever you wear. 

THE BEAUTY NOTES

Do you have a signature fragrance? 
I love floral scents with a hint of citrus, something fresh and uplifting. Right now I’m wearing and loving Atelier Des Fleurs Cedrus Intense Eau de Parfum, by Chloe. 

What’s your go-to beauty routine at home?
I keep it simple with a hydrating cleanser, serum, and moisturiser. I also make time for a weekly mask to give my skin a boost. 

When you travel, how do you approach beauty and style? 
I pack the essentials—lightweight but versatile pieces that can be dressed up or down. For beauty, I keep it minimal with a few multi-use products that save space in my bag. 

What would we find in your LOX bag? 
A laptop, makeup essentials, a water bottle, a book, snacks, and always a notebook to jot down any interesting ideas. 

The LOX story is about the simplicity, beauty, and power of thoughtful design. To discover more and to be tempted to purchase The Tote Bag, then visit their brand destination. Discover We Are LOX.

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