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Rupert and Buckley is a mid-range British ultra-preppy clothing brand aimed at secondary school pupils and university students. The fashion label uses the brand and registered trademark "Rupert and Buckley – Be So Good They Can't Ignore You" to reflect the aspirational intent behind the brand and have created a deliberate pricing strategy based around affordable quality.

The first Rupert and Buckley pop-up store opened in Bath, Somerset over the Christmas 2013 period.

The brand is majority owned by Rupert and Buckley Ltd, a private limited company registered in the UK, with various private shareholders owning a percentage of the company.

History
Rupert and Buckley was founded in 2011 by James Buckley-Thorp whilst studying at the University of Kent in Canterbury. The inspiration for the company came from looking at existing clothing brands like Jack Wills and Rampant Sporting and emulating their best qualities, whilst ensuring customer service was outstanding above all else.

The brand incorporates aspects of traditional British design in its products, and uses a purple and yellow colour scheme for its packaging and some of its products. The company often houses its pop-up stores in historical buildings, such as old pubs or town houses.

The company is in the process of establishing a Head Office in Bath, Somerset and this is expected to be completed by mid-April. There are no current plans to establish permanent retail locations, but a variety of pop-up shops around the country are expected to go ahead.

Products
Rupert and Buckley products are branded with a logo of an owl with a top hat perched on a branch. Rupert and Buckley's clothing ranges from traditional British formal wear, such as shirts, jackets and blazers, to more contemporary casual clothing: hooded tops, sweatpants, chinos, t-shirts and polo shirts. Products such as loungewear and dressing gowns, as are bath products, and accessories.

Marketing
The brand’s ranges are given a ‘private school’ and ‘ultra preppy’ branding, yet the Rupert and Buckley pricing strategy means the clothes are still considered affordable to most people. Rupert and Buckley feature sports-oriented, collegiate branding, for example clothing relating to rugby, and rowing. Rupert and Buckley's "Be So Good They Can't Ignore You" title reflects its aspirational intent: secondary school pupils and university students. With that in mind, the label is also popular in [Sixth form|sixth-form colleges]]. The brand does not use a conventional advertising model, instead relying on word of mouth viral marketing through the university student Brand Ambassador Scheme, online advertising, and striking exclusive deals with retailers and other bodies.