The British preppie's answer to Abercrombie & Fitch, Jack Wills specializes in heritage and country sports-inspired styles for men and women but gives them a fresh, sexy edge. This means crowds of lithe young things who don't mind the pumping music while browsing for slim-line Fair Isle sweaters, fitted plaid shirts, and short floral sundresses for the girls, plus sweatshirts, blazers, skinny cords, and rugby shirts for the boys. They also have Union Jack carry-on
bags, bobble hats galore, knitted jackets for hot-water bottles, and other ironically traditional items. Other branches are in Notting Hill, Covent Garden, Islington, Soho, and Shoreditch.