VIBE

Self-described ‘fabulously British university outfitters’ Jack Wills specializes in an edgy, boho version of English classics. Take, for example, their funked up navy and pink twist on the classic rugby stripe, or the retro hippie vibe they blend with a cutesy English cottage look to create fussy yet fun summer dresses. Trendy youngsters (tweens through twenty-somethings) pack in for the fashions and the ‘experience’–Jack Wills make suitably classic-yet-edgy recommendations on everything from books (Catcher in the Rye, On the Road) to music (a blend of contemporary indie and greatest hits like Dylan).

USE A PURCHASE FROM HERE FOR

Weekend relaxing

WHY WE LIKE IT

It’s funkier than other ‘outfitters’ to the young and fun set (think Abercrombie and Fitch or J.Crew), and we like the English twist. Good spot to pick up cute weekend duds.

GOOD TO KNOW

If you just can’t get enough of the Jack Wills lifestyle, check out their ‘Unsigned’ concert series (playing at campuses around the country and featuring young indie talent), their sponsored parties, and their hopping online forums.

OTHER LOCATIONS

Chelsea (London); Covent Garden (London); Clapham (London); Richmond (London); Bath; Cambridge; Edinburgh; Exeter; Oxford; St. Andrews; York

CLOSEST COMPS

Topshop (London); Abercrombie & Fitch

Click here for our full-form mobile travel guide, The Purple Passport to London