Limited Edition
Every batch we create comes in a limited edition run, the quantity of which is specific to that particular product. For example we will only ever make 531 pieces of Batch No. 1.
Producing limited runs in small batches allows us to plan in advance, manage materials and be more efficient and less wasteful during production.
We also take pride in championing the rich history of our products. For every Batch we produce we research and publish inspiring stories from history of the men and women that wore the original versions of our garments in service.
And on the inside of each jacket you’ll find a unique story label that tells you a little bit about the history of the piece. It’s also here where you’ll find the article and edition number for each garment.
M1941 Arctic, #001
We were delighted to deliver Avre's very first production-ready jacket - Batch #1, Jacket #001 - to Mr. Jamie Oliver at his London HQ. In these images, Avre cofounder Mr. James Holland is wearing an original M1941 Arctic.
Register your email for early access
Every batch we create is released on a specific date, and because we only produce in limited quantities, demand often outstrips supply.
Our mailing list are the first to know about our release dates. Register below.
Why the M1941 Arctic?
Our very first Batch was the M1941 Arctic Field Jacket. Jim and James explain why we chose the M1941 for our inaugural batch.
How it works
We make limited edition garments, available 4 times per year, roughly once per season.
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We take inspiration from military history, faithfully reproducing iconic pieces.
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We make our releases available to our mailing list subscribers first.
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Each garment is handmade to order by our wonderfully skilled team of craftsmen and women in Greenwich, London.
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Our small batch approach to production limits waste and other overheads inherent in standard fashion cycles.
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Pre-orders
For every Batch we create, we release a small edition of pre-orders before the General Release. We always offer pre-orders to our mailing list first, so let us know your email address and you'll be first in line to hear about future offers.
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Can I guarantee myself a jacket at launch?
We usually set aside a number of garments from each Batch as a Limited Edition - often around 50 depending on the Batch size and demand.
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To secure one of these, we ask for a deposit ahead of the general release. This offer is only available to our mailing list.
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Our Process
For each Batch cycle we start with a longlist, which is quickly whittled down to a shortlist of candidates. After much research and debate, usually over a pint (or two), we settle on one single iconic piece.
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From here we work with our sample makers, pattern cutters and sourcing agents to decide on designs, grades, fabrics and trims. We also work out how close our version will be to the original, trying to get as close as we can.
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Once the sample is made, we photograph it and launch it on our website and across our socials. We also notify our email subscribers of the exact release date.
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Once the product launches, we take orders up to the number of items in that particular Batch. At that point, the order book is closed and we’re on to Production.
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Register to Purchase
Register to our mailing list and we’ll send you periodic updates as well as notifications about release dates.
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