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Jack Wills' Grand Opening Today on Newbury Street: Looks like a "Grand Country House Debauched by Partying"

By Danica Lo

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Warm up those credit cards, Anglophiles, because one of our favorite (and quintessentially) British brands has just opened its doors in Boston! The first Jack Wills urban store in the United States—its first two Stateside shops are located in Martha's Vineyard and Nantucket—bows on Newbury Street today. Though it was only a simple raw space when we popped by earlier this month, Jack Wills has transformed its townhouse location on the tony shopping drag into a spectacular rah space—all prepped and poshed out in the brand's signature pinks and blues.

A Racked tipster sent us a ton of amazing images from the new American flagship. As WWD reports today, the label—which refers to itself as "University Outfitters"—is strictly targeted at 18 to 21 year olds. Strictly: "And Jack Wills is totally focused on its customer—so much so that it doesn’t even court younger teens or older twentysomethings. Period. [Co-founder Peter] Williams winces if he hears that young teenagers are wearing the brand. And he doesn’t want his customers sticking around too long either."

The interior of the three-story store in Boston is themed as if a "grand country house" was "debauched by partying." WWD writes: " In the formal dining room, mannequins sit on a disheveled table amid many emptied Champagne bottles. One scales a wall, her miniskirt caught up to flash the brand’s logoed undies, a frequent giveaway at events. Everything, from the herringbone parquet floors to sea-green embossed wallpaper in the top-floor boudoir, looks like a layer of grime has been rubbed in."

Featuring menswear and women's wear, prices range anywhere from $1.25 for a pin to about $600 for formal dresses.

The WWD gallery:

· All Jack Wills coverage [Racked]
· Jack Wills comes to Boston [WWD]

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