Mention the word "hoodie" to most people and it conjurs up images of feral youths with cans of beer in their hands and their tracksuit bottoms tucked into their socks.

However, there is the "hoodie" and then there is the Jack Wills hoodie and trust me there is a world of difference.

 

The Jack Wills brand has positioned itself as the U.K. equivalent of it's American counter-part, Abercrombie and Fitch, that is a fashion brand firmly targetted at and appealing to the modern collegiate. The Jack Wills preppy look has caught on throughout the U.K particularly with public school students making a Jack Wills hoodie a garment from the other end of the social spectrum compared to your conventional "hoodie" wearer.