Aubin & Wills was launched by Jack Wills in September 2008 as a sister brand, aimed at more mature customers, age 25 and up, who have recently graduated from higher or tertiary education and are in full-time employment.

Its slogan "Modern British design inspired by the past living in the present" fits with their target market of 25-35 year old young successful individuals, bringing back the old generation of clothing to the era that it would had first been popular in.

This would also consider it more of an 'Older' sister brand to Jack Wills due to the much more mature design approach to their products, which Jack Wills have used as an advertising technique by placing "Aubin & Wills 'Visit our sister brand'."

on their website to help promote the newly starting brand.

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