Born in the upmarket, hedonistic summer playgrounds of Salcombe, Aldeburgh, Rock and Cowes, Jack Wills has slowly evolved through the upmarket university towns of Cambridge and Bristol and is now rolling out across the UK. Jack Wills has a rock solid, traditional British heritage, inspired by vintage sportswear, beachwear and classic British public school style. It is the epitome of British preppy cool.
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Okay, so I know you might associate Jack Wills with students wearing branded hoodies and young farmers wearing monogrammed sweaters and tweed, and I was pretty skeptical myself, but actually it's worth a second look. In fact they stock a much broader range of nicely styled, well-made, quality clothing that doesn't scream "Jack Wills", and which no one would ever guess came from here.