Avre Friday Briefing #16

Delivering Batch #1 Pre-Orders

This was the week where the first of our Batch #1 jackets have finally found their way into the hands of customers! It's felt like a long time since we first opened the order book and started taking deposits for the M1941, so this week feels quite momentous. 

As we started the process, we had all 50 jackets lined up neatly on a rack, which reminded us a bit of the men who served wearing the original versions. We could just imagine a rack of jackets like this ready to be provisioned to new recruits. 

Checking, folding, wrapping, and packing each M1941 was a rewarding process; months of work finally coming together. Getting the details just right whilst thinking about each one being unboxed by its new owner was genuinely satisfying. And now, as we're starting to get feedback from customers, it all becomes worth it. As you can imagine, no packing bots, conveyors or fork-lifts were involved, just quite a bit of manual labour!  

All pre-orders are now done and out the door (with the exception of just a couple, but you know who you are), so now we're on to planning fulfilment of General Release orders. And now we've got the packing process down, we know exactly what we're doing for the next round.

Batch #2

Batch #2 is now progressing at pace! We've been at the studio this week trying on prototypes of the new jacket and so far we're loving what we see. Once we've got samples, we'll then have it photographed and will be able to launch in the coming weeks.

Our mailing list will be the first to be able to purchase Batch #2, so if you're not already a subscriber, or you know someone who should be, make sure you're signed up. 

What we're reading

As well as packing jackets we've also been diving back into our slightly dog-eared copy (⬆️) of "Let My People Go Surfing" by Yvon Chouinard. As many founders will tell you, this book is something of a bible. Chouinard's philosophy of making products that last, respecting the environment, and staying true to your values rather than chasing quick profits feels particularly relevant as we navigate our own journey.

There's a passage where he talks about making gear that works so well you forget you're wearing it - simple but profound. It's a good reminder of why some things are worth doing properly, even when it's the harder path.