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Aubin
Visit: Aubinandwills.com
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About Aubin
Aubin, formerly known as Aubin & Wills, is a brand that perfectly captures the essence of British sophistication, effortless style, and understated luxury. Originally launched in 2008 as a premium offshoot of the popular fashion retailer Jack Wills, Aubin quickly distinguished itself with a more mature and refined aesthetic. While Jack Wills catered to the collegiate, preppy crowd, Aubin & Wills spoke to those who had graduated from that phase — people who valued quality over quantity, subtlety over logos, and timeless design over passing trends. After a brief hiatus, the brand returned to the market in recent years, reinvented and reinvigorated as Aubin, continuing its mission to create beautiful, responsibly made clothing that reflects modern British heritage.
At its core, Aubin is built on craftsmanship. Every collection showcases a deep respect for detail, fabric, and fit — a deliberate shift away from the fast-fashion culture. The brand’s guiding principle, “Better is Greater Than More,” reflects its focus on creating clothes designed to last, not just to fill wardrobes. Each piece carries that distinctive Aubin character: considered, authentic, and effortlessly wearable. Whether it’s a tailored overcoat, a classic knit jumper, or a simple organic cotton T-shirt, Aubin’s pieces are made to feel both familiar and elevated.
The brand’s roots are deeply intertwined with British culture and craftsmanship. Aubin sources high-quality materials and partners with skilled artisans across the UK and Europe to produce clothing that combines traditional techniques with contemporary design. For example, their knitwear is often crafted from premium lambswool and merino wool, chosen for warmth, softness, and longevity. Their outerwear, including timeless waxed jackets and quilted coats, draws inspiration from the rugged beauty of the British countryside while maintaining a modern city edge. Aubin’s collections often feature earthy tones, textured fabrics, and minimalist silhouettes — styles that transcend seasons and trends.
What truly sets Aubin apart is its commitment to sustainability and ethical production. The brand has been outspoken about its belief that fashion should not come at the expense of the planet or the people who make the clothes. Aubin focuses on using responsibly sourced materials, including organic cotton, recycled fibers, and ethically farmed wools. Their production processes prioritize minimal waste, and the brand continually strives to reduce its carbon footprint. In an age where conscious consumerism is becoming the norm, Aubin’s transparent and thoughtful approach to fashion resonates deeply with customers who want to look good while doing good.
Beyond clothing, Aubin is also a lifestyle brand that celebrates creativity, culture, and community. In its early days, Aubin & Wills became known not just for its fashion, but also for its cultural collaborations and the Aubin Gallery, which showcased contemporary art, photography, and film. This artistic spirit continues to inspire the brand’s storytelling and aesthetic today. Aubin’s visual identity — clean, classic, and quietly confident — mirrors the sensibilities of its audience: discerning individuals who appreciate authenticity, quality, and a sense of place.
Today, Aubin’s collections are built around versatility. Their menswear and womenswear lines include everything from knitwear, shirts, and tailored jackets to casual tees, chinos, and dresses. Each item is designed to complement the others, encouraging a capsule wardrobe mindset — a few well-made pieces that can be styled effortlessly for any occasion. For men, the Fair Isle sweaters, heritage outerwear, and rugged work shirts remain perennial favourites. For women, the wool-blend coats, soft roll-necks, and classic midi dresses embody understated femininity with a contemporary twist.
Aubin’s appeal lies in its timelessness. It doesn’t chase fashion cycles or rely on flashy trends; instead, it creates garments that feel relevant year after year. The brand’s aesthetic could be described as “modern heritage” — a balance between classic British tailoring and relaxed weekend wear. Think a wool overcoat layered over a simple Breton top, or a cable-knit jumper paired with denim and leather boots. These are pieces that feel instantly familiar yet effortlessly chic.
Another aspect that defines Aubin’s identity is its storytelling. The brand frequently highlights the people, places, and craftsmanship behind its products, fostering a genuine connection between the maker and the wearer. This authenticity stands out in an industry often criticized for overproduction and disposability. Every garment tells a story — not just of style, but of integrity, tradition, and purpose.
As Aubin continues to grow, it remains loyal to its founding philosophy: to make beautiful, durable clothing that embodies British heritage while embracing modern values. Its revival has been welcomed by those who remember the original Aubin & Wills era and by a new generation of shoppers who crave quality and consciousness over fast fashion. The result is a brand that feels both nostalgic and forward-thinking — classic but never outdated.
Whether you’re looking for a timeless knit, a perfectly cut coat, or a simple everyday staple that lasts for years, Aubin delivers with grace and authenticity. It’s more than just clothing; it’s a statement of quiet confidence — a return to thoughtful design and sustainable luxury that stands the test of time.