Jack Wills Retail Limited, trading as Jack Wills, is a British clothing brand founded by Peter Williams and Robert Shaw in Salcombe, Devon, in 1999. Originally positioned as a 'university outfitter' targeting affluent British university students with a preppy, heritage-inspired aesthetic (often described as “Fabulously British”), the brand rapidly expanded in the 2000s and 2010s, becoming closely associated with the “Sloane Ranger” and “posh” subcultures. Known for its pheasant logo, pastel colours, hoodies, gilets, and seasonal “handbook” catalogues featuring young models in country-house settings, Jack Wills opened over 70 stores in the UK, Ireland, the US, Middle East, and Asia at its peak.
After entering administration in August 2019, the brand and its intellectual property were acquired by Frasers Group (then Sports Direct) for £12.8 million. Since 2020 it has operated primarily as an online-only retailer with a much-reduced physical presence (a handful of UK outlet stores and concessions in Frasers Group stores). As of 2025, Jack Wills continues to trade online and through wholesale partners, positioning itself as premium British heritage casual wear.
History
Peter Williams and Robert Shaw founded the brand in 1999.[2][3]