Avre Friday Briefing #18

Batch #2

This week we took the Batch #2 samples out for a spin at Compton Abbas Airfield in Dorset. For a bit of fun, Jim on his road bike was racing James in his Willys Jeep from Compton Abbas to Henstridge. We're thrilled with how the samples have turned out, and everyone we've shown them to so far has loved them.

The airfield was the perfect backdrop and the weather didn't disappoint. As you can see, James' beautifully restored Willys Jeep felt right at home with our WWII-inspired jackets. It's not often you get to combine a fashion photoshoot with driving vintage military vehicles around an airfield.

It was great seeing the jacket in action like this. The fit, the fabric, the details - everything we've been working hard on and obsessing over during the last few weeks is finally coming together.

Batch #2 Labels

To some extent it's our favourite bit of the whole process; designing the labels and tags that will adorn our jackets.

Unlike the jackets themselves, where the patterns and construction are largely defined by history, the labels and tags allow us some creative freedom to tell each batch's story in our own way. 

For Batch #2, we're making two variants - an "Original" that stays as close as possible to the historical garment, and a "Reinvented" version with a few subtle modern updates. Each variant gets its own label design that reflects its approach: clean and minimal for the Original, bold and contemporary for the Reinvented.

It's still a work in progress, but here are some of our early prototypes for the Reinvented line.