Our first ever jacket
We were delighted to deliver Avre's very first production-ready jacket - The M1941 Arctic Field Jacket, #001 - to Mr. Jamie Oliver at his London HQ. In these images, Avre cofounder Mr. James Holland is wearing his original M1941 Arctic.
The Friday Briefing
Behind the scenes of building a heritage fashion brand, one jacket at a time.
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AVRE Friday Briefing #27
Unboxing comp (win a free Batch #2), 007 jacket returns, We Have Ways Fest try-ons, a 1944 Adriatic moment — and pre-orders opening soon.
AVRE Friday Briefing #27
Unboxing comp (win a free Batch #2), 007 jacket returns, We Have Ways Fest try-ons, a 1944 Adriatic moment — and pre-orders opening soon.
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AVRE Friday Briefing #26
First REORG collab sample lands, Brisbane Moss to reweave our 1940s cloth in the UK, a VJ Day listen from We Have Ways, and a WW2 HQ kit deep-dive —...
AVRE Friday Briefing #26
First REORG collab sample lands, Brisbane Moss to reweave our 1940s cloth in the UK, a VJ Day listen from We Have Ways, and a WW2 HQ kit deep-dive —...
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Avre Friday Briefing #25
Batch #1 is on its way!After 12 months of hard work, Batch #1 is finally shipped! It’s a moment we’ve dreamed of for years. Win a Batch #2 Denim Smock!If...
Avre Friday Briefing #25
Batch #1 is on its way!After 12 months of hard work, Batch #1 is finally shipped! It’s a moment we’ve dreamed of for years. Win a Batch #2 Denim Smock!If...
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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.
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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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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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