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 To compare Jack Wills’ ‘Fabulously British’, fabulously, expensive, clothes with Primark’s bargain basement finds would not be the fairest of comparisons. However, for the tax year 2008/2009, Jack Wills reeled in £42m whilst Primark managed to boost profits up by 18% to £144m in April 2010.
 Fashion flows freely these days and there is no regimented nature about it yet laziness seems to cause an insistence on partaking in mass imitation. We often only adorn branded clothing because we can’t drum up the enthusiasm to create our own outfits; apparently an oversized hoodie emblazoned with “JW” is extremely attractive. The wearer effectively becomes an unpaid walking advert.
 Recently, ladies fashion has seen styles mixed into an abundance of androgynous ideas. Boyfriend jeans accompanied by baggy cardigans and pin stripe shirts (another Jack Wills delight). Venture into your Dad’s wardrobe and restyle one of his work shirts with a waist-nipping belt for your own frugal version.
 A sexual selection has started to emerge among students, whereby a girl will brand the front of her chest with “Fitch” and will have a mentality along the following “If you can afford expensive clothes you must be capable of paying for them so you can afford to show me a good time”. So for the naïf male creatures who think that the fashion faux pas of Primark plimsolls are acceptable for a night out, disappointment will occur with no girl and just a greasy burger to show for the night.
 Sometimes labelled clothing creates the desired impression and is often indisputably comfortable; UGGS to a lecture make 9:15s seem almost bearable.
 
By: Hannah Wilding

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