Batch #2 - The 1941 British Denim Smock

The big milestone this week (other than QC'ing Batch #1 - see below) was the Batch #2 photoshoot. After a slight delay waiting for components, it felt great to finally get the finished samples on models and in front of the camera. This time we had three different variants and we wanted to show them all on both a male and female model, so the shot list was more than we've had to deal with before. It was a long day but when you've got a pro models and a pro photographer, things go quickly!

QC day at the studio

On Tuesday this week we were in Greenwich checking the final batch of M1941s. This meant spending a few hours with random samples from each size checking the button placement, seams, zips, buttonholes, pockets, labels, lining; basically ensuring the whole run was up to our standards and fit to be sent to customers. 

Each piece got the same scrutiny. We were looking for the tiny details that most people would never notice, but that make the difference between a jacket that lasts decades and one that doesn't.

Apart from a couple of minor issues on individual jackets, we're glad to say the whole run passed with flying colours! 

Website update 

With the first batch of imagery back from the shoot, we've started updating the website. We'll be retouching our favourite images from the shoot next week, so expect the quality to improve slightly, but hopefully the current iteration will give you a flavour of how great this jacket is, and why we've been banging on about it for so long!

Testing begins

We've also started the marketing testing we've been building toward. Ten different campaign approaches, each running with small daily budgets to see what resonates. Early days, but it's good to finally have the systems live and gathering data on which messages connect with the right people.

What's next

Next week is all about shipping Batch #1. Come Monday evening we'll have commandeered a kitchen table somewhere in Dorset and will be well on our way to getting the M1941s to their new homes.