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The founder of Jack Wills is reportedly set to relaunch the menswear brand Aubin in partnership with Next.
According to The Times, Peter Williams’ Jack Wills “offshoot” will begin trading through its first new high street shop in Soho, while also selling online.
Next will take a 33% stake in Aubin as it runs the brand’s website and logistics through its Total Platform service.
Aubin, which first launched as Aubin and Wills in 2008 before being sidelined to focus on the growth of Jack Wills, will also see its stock sent to Next’s warehouse before it is then delivered to customers.
Lord Simon Wolfson, chief executive at Next, told the publication that pairing the company’s infrastructure with Aubin’s design and brand-building skills could “rapidly create an iconic British brand with lasting appeal”.
With shirts priced at up to £70 and t-shirts valued at up to £30, Williamson added that Aubin will focus on providing higher quality products, rather than utilising cheaper production.
He told The Times that a decade ago “it was all about fast fashion” as people thought “to hell with the environment”.
He added: “My philosophy is, instead of buying ten cheap s**t things and throwing nine of them away after a month’s wear, buy one really great thing and really cherish it.”
Next did not add any additional comment when contacted.
