If you love quintessentially British style, you're probably already a fan of Jack Wills. With its preppy, collegiate vibe and seaside-inspired staples like logo sweatshirts and classic tweed, it's the perfect brand for a relaxed yet refined wardrobe. It captures that effortless, smart-casual look that feels both timeless and comfortable.
But if you're looking to expand your wardrobe with similar brands that share that same British-inspired charm, you're in the right place. From rugged countryside essentials to classic coastal pieces, here are 18 brands to check out if you love Jack Wills.
A true British heritage brand, Barbour is famous for its iconic waxed jackets and quilted coats that are built to last. It embodies the classic countryside aesthetic, offering rugged, outdoor-ready clothing that's both durable and stylish. While Jack Wills has a collegiate feel, Barbour leans more into a utilitarian, country-wear vibe, making it perfect for those who want timeless pieces with a functional, heritage touch.
Shop now at www.barbour.com
If you love the British countryside feel but crave a splash of color, Joules is your go-to. Known for its cheerful floral and nautical prints, Joules offers playful clothing, accessories, and homeware. Compared to Jack Wills' preppy classics, Joules is more vibrant and whimsical, but it shares the same love for quality, casual, and British-inspired design.
Shop now at www.joules.com
Inspired by seaside living, Crew Clothing Company is a fantastic alternative to Jack Wills. It offers smart-casual staples like polo shirts, crisp chinos, and classic knitwear with a distinctly preppy, coastal aesthetic. The style and mid-range price point are very similar to Jack Wills, making it a perfect match for anyone seeking high-quality, relaxed pieces for a polished British look.
Shop now at www.crewclothing.co.uk
Ben Sherman brings a sharp, mod-inspired edge to British fashion. Famous for its button-down shirts and clean tailoring, the brand offers a more polished and urban take on classic UK style. While Jack Wills hangs out by the seaside, Ben Sherman is more at home in the city, making it a great choice if you want to swap the relaxed preppy look for something a bit sleeker.
Shop now at www.bensherman.com
Iconic for its laurel wreath logo and tennis-inspired polo shirts, Fred Perry blends British heritage with a sporty, streetwear aesthetic. The brand feels a bit edgier and more contemporary than Jack Wills' classic prep. If you like the British roots of Jack Wills but prefer a cleaner, more athletic vibe, Fred Perry's track jackets and polos are a perfect fit.
Shop now at www.fredperry.com
Mistral really leans into the coastal-inspired side of British fashion, offering breezy dresses, beachwear, and cozy knits ideal for a seaside escape. Like Jack Wills, it captures a nautical sensibility, but Mistral focuses more specifically on relaxed, holiday-ready styles made from natural fibers. It’s the perfect brand for building your summer and vacation wardrobe.
Shop now at www.mistral.co.uk
For a more polished and grown-up take on British style, look to Hobbs. This brand is known for sophisticated, contemporary pieces like tailored trousers, elegant dresses, and chic outerwear. While Jack Wills caters to a casual, younger audience, Hobbs delivers timeless, refined staples that are perfect for elevating your workwear or everyday look with a touch of British flair.
Shop now at www.hobbs.co.uk
Reiss offers a modern, sleek, and minimalist approach to British fashion. With a focus on sharp tailoring and contemporary silhouettes, their collection is less "countryside preppy" and more "city chic." If you appreciate Jack Wills' quality but want a trendier, more upscale look for a night out or a modern office, Reiss is a sophisticated step up.
Shop now at www.reiss.com
Fat Face specializes in comfortable, outdoor-inspired clothing perfect for an adventurous lifestyle. Think casual tops, durable jeans, and practical outerwear with a laid-back, rugged feel. It shares a similar casual, British countryside aesthetic with Jack Wills but with a stronger focus on clothes that are ready for any activity, from a coastal walk to a weekend camping trip.
Shop now at www.fatface.com
White Stuff is known for its quirky prints, vibrant colors, and comfortable, relaxed fits. While Jack Wills sticks to classic preppy, White Stuff ventures into a more playful, bohemian style that still feels distinctly British. It's a great choice if you want to inject some fun and eclectic patterns into your casual wardrobe.
Shop now at www.whitestuff.com
Superdry mashes up vintage Americana and Japanese graphics with a British twist. Famous for its hoodies and jackets with bold logos, it offers a sportier and edgier look than Jack Wills' traditional style. Appealing to a younger crowd, Superdry delivers an urban, streetwise vibe that's miles away from preppy but just as cool.
Shop now at www.superdry.com
Though GANT is an American brand, its style is heavily influenced by classic European and British prep. It has a smart-casual, collegiate feel that's very much in line with Jack Wills, offering high-quality shirts, chinos, and sweaters. GANT gives off a slightly more polished, international preppy vibe, making it a sophisticated alternative.
Shop now at www.gant.com
Famous for its charming vintage-inspired floral and novelty prints, Cath Kidston embodies a cheerful, nostalgic British charm. While Jack Wills focuses on preppy staples, Cath Kidston explores the whimsical, cottage-core side of countryside style. It’s perfect for adding a touch of feminine, playful pattern to your wardrobe and home.
Shop now at www.cathkidston.com
Tog 24 is all about performance-driven outdoor clothing. This Yorkshire-based brand provides practical, weather-ready jackets, fleeces, and waterproof gear designed for an active life outdoors. While it lacks the preppy aesthetic of Jack Wills, it strongly shares the British outdoor heritage, prioritizing function and durability for any adventure.
Shop now at www.tog24.com
If you love the seaside vibe of Jack Wills but want something more luxurious, Orlebar Brown is the answer. This brand specializes in expertly tailored swimwear and premium resortwear that elevates vacation style. It takes the casual British coastal aesthetic and refines it with impeccable fits and high-end fabrics, perfect for a chic getaway.
Shop now at www.orlebarbrown.com
Barena offers relaxed Italian tailoring with a clear nod to British heritage style. Known for structured linen, soft chinos, and high-quality knits, the brand provides an understated sense of luxury. It has a more refined, Continental European take on the smart-casual look, perfect for those who appreciate craftsmanship and subtle sophistication.
Shop now at www.barena.com
As the king of American prep, Polo Ralph Lauren is a natural (though more upscale) cousin to Jack Wills. Both brands celebrate a classic, collegiate aesthetic filled with polo shirts, chinos, and cable-knit sweaters. The key difference is Ralph Lauren's distinctly American heritage and higher price point, offering a globally recognized take on preppy style.
Shop now at www.ralphlauren.com
A true British high-street legend, Marks & Spencer is a one-stop shop for affordable and reliable wardrobe staples. While its range is much broader than Jack Wills, its M&S Collection includes plenty of British-inspired casual pieces like knitwear, tailored trousers, and classic outerwear. It's a fantastic budget-friendly option for building a versatile, everyday wardrobe.
Shop now at www.marksandspencer.com
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