J is for... Jack Wills.

The Jack Wills debate. Known to destroy friendships and escalate bullying. Can Jack Wills do no wrong/right (delete as you see fit)?

I have to say, growing up in and around (hate that phrase) Salcombe, I have always been some what on the fence throughout my time when it comes to whether Jack Wills is cool or ridiculous. In it's hometown I find it acceptable- certainly, if you're cold and need a jumper, there are limited shops where you can acquire one in small Salcombe, so by default, Jack Wills often becomes the shop of choice. Plus, their logos often pay tribute to the Salcombe Estuary and surrounding areas, which becomes novelty in the right setting.


Since being in Cheltenham though, I must say, I have developed a strong dislike for the brand, or shall I say, its wearers. It's perhaps more what the brand represents than the clothes themselves- being a self confessed Jack Wills wearer, I have no place to comment. However, I guess what I dislike most about the brand is the status that (people think) comes with it. People wear Jack Wills as a status symbol I find, often wishing to portray that they are well off, cool and popular.

It is this fashion extreme that grates on me. Don't get me wrong, I like expensive clothes, but I rate them for their quality, wearability and investment potential, as opposed to the status it would bring me to sport such an item. In fact I have a rule with Jack Wills: Never buy anything with 'Jack Wills' written across it. Do I look like an A board for free advertising? If Jack Wills want me to sport their name, they had better be paying me. In fact, this really goes for any brand.

I have to say, a turning point for me was when they started releasing soft porn in their handbooks. I believe it was images such as this that saw a halt in production after being told off by the Advertising Standards Agency:



I actually (ashamedly) don't think that I could come up with a better quote than that given in The Daily Mail (that well trusted source of information)...

"The message is not, ‘Our clothes are beautiful and you’ll look great in them,’ but, ‘If you wear Jack Wills clothing, you will have sex. And not only that, but by having this sex you will be loved and popular and cool.’"

Also, they started turning from country casual, to university chump in their style. I mean, you tell me, could you really describe these two outfits as 'stylish'?!






Just the word 'CHUMPY' springs to mind.

In any case, it hasn't stopped me 'lusting' (hate that) after these following items:







So what's a girl to do? Boycott good quality, nice clothes for the sake of morality? Can you really weigh up a love for clothes against moral standards? Ethically I suppose you can. But is this actually a case of ethics and morals, or perhaps just snobbery (on my part)? And did Jack Wills really do anything wrong? The simple answer is, no. They made bag loads of money off the back of young people wanting to pretend they have money, white-washing over all the student debts they've raked up, in a bid to be cool and popular. Not Jack Wills' problem though, they're laughing. It's my problem now- do I join the dark side?

I mean, check out the Choffs (chav toffs):







I seem to remember there being a shot of Jordan (Katie Price) in a Jack Wills hoodie also, but couldn't for the life of me find it. No doubt they've covered that one up. Talk about brand-damaging.

Anyway, I will keep you posted with any dark side purchases I may make. Going down to Devon both this weekend and next, so we will see how my will power prevails!

L.