Ever seen a man look like he’s simultaneously about to deliver a world-class poem and be asked to leave a garden center? That’s the Joe Wilkinson aesthetic. If you've spent any time watching 8 Out of 10 Cats Does Countdown or his iconic, potato-throwing stint on Taskmaster, you know the vibe. But lately, people aren't just googling his bits about naming a penis. They're obsessed with the clothes. Specifically, the Joe Wilkinson waffle shirt.
It's a weirdly specific thing to trend. Most comedians have a "uniform"—the suit, the black t-shirt, the "I'm a cool dad" denim. Joe? He looks like he found a very expensive bin. And honestly? It works.
The fascination with the waffle shirt isn't just about fashion. It's about the strange intersection of a "scruffy" comedy persona and a guy who is actually a massive secret power player in the luxury streetwear world. Yeah, you heard that right.
The Mystery of the Waffle Texture
First off, let's get the facts straight. When people talk about the "Joe Wilkinson waffle shirt," they're usually referring to one of two things.
The first is his actual on-screen wardrobe. Joe has a knack for picking up heavy-weight, textured overshirts that look lived-in. On Cats Does Countdown, he’s often seen in these earthy, rust-colored, or olive-green waffle-knit pieces. They have that "thick as a blanket" quality. It’s practical. It’s British. It says, "I might have slept in this, but I definitely paid more than £100 for it."
The second—and more confusing—part is that there is a literal London-based designer named Joe Wilkinson. No, not the one who stood in a bin. This Joe Wilkinson is a high-end designer whose "Waffle Overshirt" became a cult item on platforms like Depop and Grailed.
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Why the confusion?
- The Name: Obviously. Having the same name as a famous comedian is a SEO nightmare (or dream?).
- The Style: The designer's aesthetic—avant-garde, boho, slightly disheveled but high-quality—perfectly matches the comedian's "shambolic chic" look.
- The Hype: Streetwear enthusiasts like YouTuber Sangiev have featured the Joe Wilkinson (designer) waffle shirt, which led comedy fans down a rabbit hole.
So, when you see a brown/rust waffle shirt listed for $160 on a resale site, you’re looking at a piece of niche fashion. But when you see Joe Wilkinson (the funny one) on TV, he’s likely wearing a mix of high-street staples and curated "curiosities" that fit his character.
Joe Wilkinson: The Secret Fashion Mogul
Here is the bit that usually melts people's brains. You might think Joe spends his days just being weird with David Earl on their Chatabix podcast. He does. But he also co-founded HEAT.
If you haven’t heard of HEAT, it’s a luxury mystery box company. They basically took the "unboxing" trend and applied it to brands like Balenciaga, Off-White, and Saint Laurent. Joe Wilkinson and his partner Mario Maher realized that luxury brands had tons of overstock they couldn't get rid of without "devaluing" the brand by putting it on a clearance rack.
Their solution? Put it in a box. Charge a few hundred quid. Make it a surprise.
It became a massive success. This is why Joe's personal style is so interesting. He isn't actually a "scruff" who doesn't know how to dress. He is a man who understands the "Gen Z" shift toward seasonless, story-driven fashion. He knows exactly what a "good" waffle shirt is. He just chooses to wear it in a way that makes him look like a very stressed geography teacher.
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Why Everyone Wants the Look
There’s something comforting about a waffle shirt. It’s the texture. It’s the weight. In a world of fast-fashion polyester that feels like wearing a plastic bag, a heavy waffle-knit cotton feels like real clothing.
Joe Wilkinson (the comedian) uses this to ground his persona. His comedy is often absurd, surreal, and occasionally aggressive. If he did those bits in a sharp tuxedo, he’d look like a villain. In a waffle-knit overshirt? He looks like a guy who’s just had a very long day and is now forced to tell you about his "half-brother" Fabio.
How to spot a "Joe" shirt
- The Texture: It has to have that honeycomb or grid-like "waffle" weave.
- The Fit: Never slim. It needs to be oversized, almost like a jacket (an overshirt).
- The Color: Muted. Think "mud," "dried blood," "overcast sky," or "forest floor."
- The Vibe: It should look like it would survive a nuclear winter or at least a very messy pub lunch.
Where to Actually Find One
If you’re hunting for the "authentic" Joe Wilkinson experience, you have two paths.
If you want the designer version, you’re at the mercy of the second-hand market. Search Depop or Grailed for "Joe Wilkinson Waffle Overshirt." Expect to pay a premium because these are niche, London-designed pieces with a specific cult following. They don't pop up often.
If you want the comedian's vibe, you’re looking for "heavyweight waffle knit overshirts." Brands like Percival, Carhartt WIP, or even Arket often do versions of this. Joe himself has recently leaned into more sustainable merch through his Chatabix shop, using platforms like Teemill. They focus on organic cotton and "circular" fashion, which fits his partner Petra’s interest in sustainability.
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The "Chatabix" Influence
Honestly, the Chatabix podcast is where the real fashion deep-dives happen now. Joe and David Earl spend an inordinate amount of time talking about mundane details, and Joe’s clothing often comes up.
Fans (or "Chatabiscuits") have started buying the podcast merch—like the "I Heart TV Joe" shirts—not because they’re high fashion, but because they’re part of the club. But even there, the quality matters. Joe’s Teemill store uses 230gsm fabric for their oversized tees. That’s a heavy, "proper" feel.
It’s all part of the same thread: looking like you don't care, while actually caring quite a lot about the material and the make.
Actionable Steps for the "Wilkinson" Aesthetic
If you're trying to replicate this specific brand of British eccentric style, don't just buy a cheap thermal top from a supermarket. That’s not it.
- Go Heavy: The weight of the fabric is everything. Look for "GSM" (grams per square meter). You want anything over 200 for a tee and significantly higher for a shirt.
- Layering is Key: A waffle shirt is meant to be worn over a plain white tee or under a larger coat. It’s a middle-layer hero.
- Embrace the "Scruff": Don't iron it. The whole point of waffle texture is that it hides creases and looks better when it’s a bit rumpled.
- Check Resale Sites: If you want the actual designer label, set up alerts for "Joe Wilkinson" on eBay and Depop. One just sold recently in "amazing condition" (well, besides a replaced button) for a decent price.
Stop looking for "perfect" clothes. Joe Wilkinson’s whole "thing" is the beauty of the slightly-off, the textured, and the oversized. Whether he's selling mystery boxes of Balenciaga or throwing a potato into a hoop, he’s doing it in a shirt that looks like it has a story to tell.
Start by looking for high-GSM waffle cotton overshirts in earthy tones like rust or charcoal. Focus on the feel of the fabric rather than the brand name on the tag, unless you're specifically hunting for the designer's archival pieces.