While the Hollister environment was toxic for staff in both mine and Elena's experience, Jack Wills was steeped in classist undertones. The "fabulously British" brand ran campaigns featuring mostly white and slim models partying in summer and winter, reading The Sunday Times
in countryside estates and attending sporting events. It held annual varsity polo events
and one year sponsored the Oxford and Cambridge rugby varsity
. "It was popular during the Made In Chelsea
era, there were a lot of Union Jacks everywhere – poshness was the British 'identity' they wanted to sell," says Elena, who had the unique experience of working at Jack Wills when she wasn’t working at Hollister. As the two were competing brands, staff often couldn’t work at both at the same time. The ex-employee reckons that in the new era of Facebook, Jack Wills came up through small pockets of elite society, like boarding school kids, spreading like wildfire through tagged photos.