Jack Wills has officially grown up. The recent launch of sister brand Aubin & WIlls, aimed at an older, “graduate” market, has seen stores pop up in Wimbledon, Brighton and Edinburgh, with the promise of more in the pipeline. The stores follow in their predecessors’ footsteps, drawing on founder Peter Wills’ obsession with all things heritage.
Jack Wills established itself in 1999 as the UK’s answer to Abercrombie & Fitch, offering a comfortably casual yet stylish aesthetic. Aubin & Wills sees the company step up its use of luxurious fabrics in more classic, plainer pieces, whilst adding a line of homewares to its lexicon. Having captured the hearts of affluent teenagers across the nation, the company is now playing on the trend of recent years for designer loungewear for its new postgrad audience. Juicy may have revolutionised the tracksuit, but Aubin & Wills succeeds in making the look much more refined. Take the essence of nostalgic student days, when dress codes were irrelevant and trend-following negotiable, and indulge in a new style of snuggly cashmere luxury as as our fabulously British temperatures plummet and the festive season awakens.