Meet Peter Williams: The founder of Jack Wills Who’s Turned Ethical Fashion into an ExperienceNovember 15, 2017
Meet Peter Williams: The entrepreneur behind upmarket outfitter Jack Wills, who isdetermined never to drop the ball again.
A crisp, sunny afternoon in Carnaby Street. The streets are heaving with tourists, the shops sardine-tin full of Chinese fashion addicts pouring cash into the tills. No Brexit downturn here.
One such bustling store has a big name for selling preppy clothes to the well-heeled sons and daughters of the shires. It is Jack Wills, as much a posh school staple as the lacrosse stick.
Having family roots in Salcombe — the Devon sailing town that spawned founder Pete Williams’ first shop in the chain — I felt I knew what to expect from the West End flagship. Big print logo sweatshirts, polo shirts, Sloanes-on-Sea stuff. Shows how much I know: most of the clothes in the window sport a more subtle Ralph Lauren feel. Lace blouses, chic skirts and — this being autumn — flockloads of wool.
Williams saunters up, rucksack on back, sporting the look in his skinny olive jeans and navy wool jacket. Head to toe it’s Jack Wills, bar his trainers and, he admits, his underpants.