text: Concept and creation Bob Montana stated that Jughead was a character he imagined, unlike other characters in the series who were based on people he knew. Montana's widow, Peg Bertholet, stated that high school friend of Montana's named Skinny Linehan supposedly had some of Jughead's peculiar traits. Bertholet has stated that the "S" insignia refers to a location called Skunk Hill in Haverhill, Massachusetts which Montana turned into Squirrel Hill. The "S" alludes to a combination of the location and Montana's elementary school athletic team near Haverhill called the Tigers. Bertholet has stated that "S" stands for "'Squirrel Hill Independent Tigers,' and you couldn't abbreviate it any other way."
  History and character
  Jughead generally has a characteristic wry and sarcastic sense of humor. He is considered a bit of an oddity, but prefers his nonconformism as opposed to going along with others' styles. His many quirks make him the butt of teasing and abuse from Reggie, Veronica, and even other classmates and teachers. Many episodes involve Reggie and Jughead trying to outdo one another with pranks and bets, and Jughead almost always comes out the victor. He is revealed to be extremely clever and creative when necessary and he often takes advantage of Reggie's and his other tormentors' weaknesses (and has fun all the while).