‘Fabulously British‘ clothing store Jack Wills finally opened in Dublin last month and I for one couldn’t be happier. Their outlet in Kildare Village has been open for about a year and Harry Street, Dublin 2 (opp. the entrance to the Westbury Hotel) is now home to a gorgeous new flagship store. The brand is effectively aimed at young, student types, the full brand name is Jack Wills – University Outfitters. It definitely has a college feel to it but with a country pursuits vibe; think Polo shirts, worn with striped blazers, ‘sweatpants’ and slouchy scarves.
It is a kind of British Abercrombie & Fitch; the look is all about layering and mixing traditional British boarding school-style with casual elements making it universally appealing. It certainly helps that all the models are of the beautiful, girl / boy next door type and you will always see pieces from the collections, often mixed up with Topshop pieces, on sites like lookbook.nu. There is definitely a bit of a preppy / posh element to the branding itself too, for example, the labels have ‘Outfitters to the Gentry’ written on them and the logo is a little Pheasant wearing a top hat and tails and carrying a cane.
The price point is a little higher than some high street stores but at the end of the day the clothes are exceptional quality and that’s all that matters. Think tweed and tartan fabrics and rich cottons and knits; I got a polo shirt from the Nottingham store nearly a year ago and wear it all the time, it washes amazingly but at £50, I should think so to. Speaking of prices, they are marked up a bit from the Sterling, £59 translates to €79 but the Kildare Village outlet store is fantastic for a bargain. I got an amazing purple and white striped shirt from there, reduced from €79 to €24. Each new collection is released with a ‘handbook’ catalogue, the current one is The Christmas 2009 handbook, sign up here to get your copies sent to you free.
Last image courtesy Irish Times