Dubbed "seasonnaires" by Jack Wills, they are this tony town's latest crop of It Kids.

WSJ: New Celebrity: the Clerk

Some of them, like Mr. Lewis, have also been asked to model for the Jack Wills catalog.

WSJ: New Celebrity: the Clerk

The sales force is expected to "embody the brand, " Jim Hardy, the president of Jack Wills, wrote in an email.

WSJ: New Celebrity: the Clerk

"I don't want to say it's like 'Jersey Shore' for us out here, " said Georgina Comley, a 23-year-old Jack Wills employee.

WSJ: New Celebrity: the Clerk

On their Twitter accounts, they photograph themselves dancing at local nightclubs, playing competitive rounds of beer pong and modeling in Jack Wills underwear.

WSJ: New Celebrity: the Clerk

Monday nights at Georgica were declared "service industry night, " and the Jack Wills and LF workers often stop by to unwind with fellow seasonnaires from places like Collette, Mr. McKenna said.

WSJ: New Celebrity: the Clerk

But Jack Wills has a different business strategy.

WSJ: New Celebrity: the Clerk