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Jack Wills is Coming

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This summer, nearly our entire wardrobe was bought at Jack Wills—all plaid shirts, madras dresses, and chunky cotton sweaters. We're addicted to the brand's unapologetic, OTT British prep-school-ness. Today, the IHT-NY Times profiles the company in its Style section—because it's on the cusp of a major New England roll-out. "Most Americans have not heard of Jack Wills, but that is something the British sportswear retailer intends to change. Pete Williams, the London-based brand’s chief executive and co-founder, opened shops on the resort islands of Martha’s Vineyard and Nantucket this summer, and a 4,500-square-foot, or 420-square-meter, store is slated to debut in Boston early next month...'The profile of the customer in these locations fits our brand, which is up market, premium and niche,' Mr. Williams says. 'The brand story is all about life while at university, so Boston clearly works as a college town, and the resort towns are where our customer goes on holiday in the summer.'" [NYT]