Next, the renowned UK-based fashion retailer, will be supporting the founder of Jack Wills’ move to relaunch the menswear label Aubin.

Aubin, an offshoot of Peter Williams’ Jack Wills, in all likelihood is expected to start trading through its maiden high-street shop in Soho, in addition to selling online.

Notably, Next has, reportedly, said that it will take a stake of 33 per cent in Aubin, as it runs the menswear brand’s website and logistics via its ‘Total Platform’ service.

Meanwhile Aubin will, reportedly, send its stock to the British fashion retailer’s warehouse before delivering it to customers.

Next believes that the good blend of its infrastructure and Aubin’s design and brand-building skills could help create an iconic British brand that has a lasting appeal.

An elated Simon Wolfson, CEO, Next, substantiated that with shirts priced at up to £70 and T-shirts at up to £30, Aubin will strive to focus on offering high-quality products.

Greg Roberts, formerly of Superdry and Jack Wills, will be the CEO, while Rachel Silvester, an alumna of Jack Wills and Aubin & Wills, has been named creative director.

The relaunch is expected to happen on 7 September 2021.

Founded in 1999, Jack Wills’ clothing ranges from traditional British formalwear and tailoring, such as shirts, tweed jacket sand blazers, to more contemporary casualwear like hooded tops, sweatpants, T-shirts and polo shirts.