Preppy Brand Looks To London Subcultures

British fashion chain Jack Wills is rebelling against its usual preppy offering with references to the mod and punk movements in its AW14 lookbook. The latest menswear range focuses on London during the 1960s and 1970s through wardrobe staples such as jeans, shorts, t-shirts, sweatshirts and outerwear. Navy, burgundy and khaki tones have been used throughout, while orange can also be found on several pieces including a hooded button-down coat. Wide plaid and gingham checks on shirts feature alongside zoomed-in herringbone and dogtooth patterns on wool mix, brushed mohair and cashmere knitwear. In addition to denim in new washes and vintage designs, the brand is also debuting its first ever made in the UK jeans for men. A selection of canvas backpacks and accessories complete the collection. At the start of the year Jack Wills appointed luxury designer Richard Nicoll as creative director, charged with making the business a global name. Co-founders Peter Williams and Robert Shaw launched the brand in 1999, opening the first store in Salcombe, Devon. The label is best known for its university-inspired pieces, concentrating on men’s basics. “It’s such a uniquely cherished part of your life. I thought if you could create a brand that epitomised that it would be very compelling,” explained Williams. Select items from the range are available now at Jack Wills stores and online. Others are expected to follow in the coming weeks. Prices start from around £30 for t-shirts, £45 for jumpers and £90 for jackets and coats.

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Jack Wills AW14 Lookbook