In Focus | City Wardrobe, Coastal Soul: Can Pieces work in Both?
Here's a question we get asked a lot, in one form or another. It usually sounds something like: "Can I wear this in London?" Or, from the other direction: "Will this work at the beach?"
The answer is almost always yes. And honestly, that's the whole point of what we do.
When Mark and Andrew started Jam back in 2013, the brief was simple: clothes you could pack into a weekend bag on a Friday evening and still look the part on Monday morning. A wardrobe that didn't know the difference between a Soho side street and a Cornish harbour. Thirteen years on, that's still the only brief that matters.
So if you've ever stood in front of your wardrobe wondering whether you need two separate lives' worth of clothing- one for the city, one for the coast- let us make the case that you really, really don't.
For Him: The Shirt That Goes Everywhere
The Terry Towelling Resort Shirt is one of those pieces we keep coming back to. Quick-dry, crease-free and genuinely lightweight, it's the kind of shirt that looks effortless whether you're heading into a meeting or onto a sun terrace. Open over a tee on the coast, buttoned up for dinner — it switches registers without you having to think about it. Pack one shirt, get three looks. That's the deal.
Explore our collection of shirts and easy summer layers.
For Her: The Jumpers That Earn Their Keep
For women, the Anna and Apres College Crop cotton jumpers are the pieces that earn their place in the bag every single time. Relaxed enough for a morning coffee on the harbour, considered enough for work meetings or an evening out somewhere nice. Throw either over your shoulders on the boat, wear properly on the walk back into town. They're the kind of pieces that make getting dressed feel easy, which, as far as we're concerned, is the highest compliment a piece of clothing can receive.
Discover our knitwear collection, designed to move effortlessly from work to weekend.
The Layer That Does Everything
The Rockaway Fleece has become something of a Jam institution, and for good reason. Named after New York's raw, windswept surf beach, it moves just as comfortably from a blustery clifftop walk to a London commute without missing a beat. Lightweight but properly insulating, it's the kind of thing you throw on without thinking and somehow always look pulled together.
Can't commit to the full fleece? The Rockaway Gilet is its more streamlined counterpart — perfect for layering over a shirt in town or worn open on a cooler beach evening. Both are unisex, both are built to last, and both have a habit of never making it back to the wardrobe.
Browse our Fleece collection and discover the pieces that have become year-round staples for so many of our customers.
The Bigger Idea
We've never really believed in occasion dressing. Life doesn't divide neatly into categories and your wardrobe should be able to keep up. Build it around pieces that travel well, that work hard across different settings, and that you actually want to reach for every morning.
That's what we're trying to make. Thoughtfully designed pieces inspired by a city-to-sea way of life and made to become part of a well-worn capsule wardrobe. And if it means you can pack lighter for the weekend, all the better.
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