'Preppy' is the buzzword at Jack Wills, who are, in their own words, 'fabulously British'. Jack Wills is a mid-range clothing brand founded in 1999 that caters to both male and female university students with cash to spend. The clothing they offer wouldn't look out of place on a Cambridge rowing team, and echoes back to a bygone era, when men walked around in cricket sweaters and straw boaters. There's a definite private school vibe from the items they sell, which include dapper blazers, polo shirts, blouses, and knitwear - just right for afternoon tea and cake at a country house.
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