The English are coming—and bringing their own brand of dandified prep with them. If the name Aubin & Wills doesn’t mean much to you, it may soon. 
The British brand grew out of the younger-skewing Jack Wills line in 2008, and before long, the benediction of Natalie Massenet and Net-a-Porter catapulted it into a London It girl staple. Daisy Lowe, Rosie Huntington-Whiteley, Amber LeBon, and a few princesses-to-be (Eugenie and Beatrice, as well as Prince Harry’s ex, Chelsy Davy) all bought deep into designer Sarah Holme’s Anglo spin on American collegiate chic. (Think a dandified Ralph, or a jauntier J.Crew.) Can it compete with its American cousins? We’ll find out—Boston and Martha’s Vineyard, prepster ground zero, will soon have Aubin & Wills shops of their own.
But before that, the brand has more plans for its home turf. Last night, it launched a 7,500-square-foot new store in London’s Shoreditch, complete with the seemingly obligatory gallery (curated by Stuart Semple) and a screening room, courtesy of a partnership with Soho House’s new Shoreditch outpost. Ben Grimes (pictured), Blur’s Alex James, Sam Branson, and Feelings front man Dan Gillespie were among the young revelers who stopped by for a look. What’s the secret? According to CEO Peter Williams, a touch of nostalgia. “Basically, we wanted to bottle being 21 years old and not having a care in the world,” he said. That’s a best0selling distillation—it fueled sales of over $100 million last year.
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