I’ve been intrigued by the designs of Jack Wills immediately after I saw their store in Kings Road. Their style is primarily focused on the clever play with the colors & designs that are influenced by the British private school heritage. The cuts are sleek and mainly custom fit. I think company positions itself as a premium brand therefore the prices also follow that route.
The be smart, look smart kind of mantra that utilises the heritage of Oxford and Cambridge as a design language has a strong influence on Ivy league design as well I think. In U.S. Ralph Lauren successfully built an empire focusing on that very concept. From what I see in Britain Jack Wills uses a similar strategy to position itself as a mix of A&F and Ralph Lauren. The outcome is a unique style. For a man in his early 30’s probably I am not the expert on those matters but I like the energetic, sporty but at the same time stylish and urban clothing concept. Luckily the brand came with Aubin & Wills branding recently to target people like myself as well.
My final words regarding this brand is; although prices are rather in the premium end, I am wearing what I bought happily, frequently and confidently!
Their Website: http://www.jackwills.com/