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Hey Santa, We've Been Okay This Year, So Please Bring Jack Wills

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The new holiday 2010 Jack Wills catalog and inventory have just been unleashed online today—check out the lookbook images after the jump. Here are Racked's six most wanted:
· Langthorpe leather bag, $349
· Bransbury puffa jacket, $198
· Arkendale sequin dress, $349
· Careby sherpa-lined hoodie, $119
· Cottingham cardigan, $129
· Shenstone beanie, $29

The thing about Jack Wills is that everything—looking at its catalog, going to its stores, and even wearing its laid-back nothing-matches-but-everything-matches clothes—is imbued with this carefree, optimistic sense of youth. And while we've aged waaaay out of the brand's target age group, there's something incredible refreshing about a youth-oriented company that while being incredibly on-trend manages, at the same time, cares about heritage, makes great-quality clothes from fabrics sourced out of old-school mills, and has a fairly profound handle on the idea of friendship and community in a way that a lot of other brands entirely fail to consider.

Do you ever feel like labels—whether you love them or hate them—speak to you through their advertising, their marketing, their editorial, etc. as if you're just a wallet-on-legs? We do. Somehow, we don't get that feeling from Jack Wills. Instead, it seems like the company has built its brand on an international network of college-age kids who are just out to have a Really Good Time—and we're all invited along for the party.

Addendum: Speaking of the party, here are some photos from the Jack Wills Boston store opening party! Good times.

· Jack Wills [Official Site]
· All Jack Wills coverage [Racked]