Jack Wills hits Boston

I greet the news of Jack Wills opening in Boston with a sigh – what, the preppy wannabe that you can’t escape in Surrey is now trying to break America? Puuleeeasse – what’s wrong with Rugby, Vineyard Vines, J.Crew, Madewell, Urban Outfitters – do the Jack Wills folk not think that breaking into New England hasn’t already been covered?

Apparently it’s because their brand is not owned by them it’s ‘owned by their customers’  – yes right – that would be the teen girls from Guildford High School then have deemed that Boston is the next big nut to crack…

My experience of buying at Jack Wills for said Guildford High school girls is that it’s bloody expensive and they should stick to their Aunt bringing Abercrombie back across the pond for half the price and twice the kudos.

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