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I can't bring myself to resent it all that much, though, chiefly because Jack Wills is a local, home-grown fashion enterprise that doesn't shout about itself - because doing so would ruin its appeal. Romantically, it started in 22 Fore Street's minuscule two rooms and has grown to 23 branches, all in middle-class areas and university cities that have a high independent school population. (They also focus on marketing ploys like Jack Wills parties and sponsoring polo matches.)

None of which detracts from the fact that what JW sells is nothing original. It is just a brilliantly marketed sporty fantasy, which convinces kids that it's worth paying an extra £20-odd for garments that are little more than generic - just for the logo.

But I can't find it in myself to complain about that, either
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