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When Jack Wills first launched back in 1999 in Salcombe in Devon, the brand had a relatively narrow design aesthetic. The British heritage inspiration for the label's looks was aimed at the college crowd and called on traditional country pursuits and British sporting traditions to complete its look. Today, the label has a much wider appeal although the skillful combination of classic and contemporary remains. The quintessential Jack Wills design encapsulates what it means to be Fabulously British, in a youthful, heritage inspired way. The line of bikinis from the brand features tie side, bandeau and plunge bikinis in a variety of carefully chosen prints.