AVRE Friday Briefing #28

Denim Smock lifestyle shoot — Cornwall at first light

We spent dawn above Bedruthan Steps with two brilliant humans: Lucy Campbell (seven-time National Women’s Surfing Champion) and Alex Libby (adventure athlete/model and men’s mental-health advocate). Jim’s son Malin (14) captured all the behind-the-scenes stills you see below.

Our lead photographer, Evie Johnston, brought the magic — her hero shots will go live on the site end of next week.

A little Cornish Commando history

Those cliffs have form. During the war, Royal Marines trained for coastal cliff assaults on West Penwith’s granite — including Bosigran’s now-famous Commando Ridge. The Commando Mountain Warfare Training Centre later marked its move to St Ives, and lore from that era includes the nerve-testing “Land’s End Long Jump.” The grit behind our smock story runs deep.

REORG — our Batch #2 charity

REORG helps veterans and serving military and blue-light personnel rebuild body and mind through Brazilian Jiu-Jitsu and functional fitness, restoring camaraderie and purpose. Founded by former Royal Marine Sam Sheriff MBE, with Tom Hardy CBE as patron, REORG funds training opportunities, builds supportive gym communities, and shares lived-experience stories that genuinely change lives.

We’re proud to support REORG with Batch #2.

The “007 Jacket” competition — launches today on Instagram

Win Serial No. 007 of Batch #2. To enter:

1. Subscribe on the AVRE site.

2. On today’s IG post, comment: “Send me the question, Moneypenny.”

3. We’ll DM you a secret question — reply with the correct answer to be in the draw.
   

Unboxing winner — on hold (here’s why)

Some of our US customers are experiencing customs delays due to new tariffs and confusion at the border. It’s only fair they get the chance to post their unboxings too — so we’ll announce the Batch #1 unboxing winner once everyone’s had a chance to receive their jacket.

What’s new at WW2 HQ?

WATCH HERE

Step inside Jim’s WW2 Lockup
Hidden among a tractor graveyard in deepest Wiltshire, Jim’s lockup is packed with incredible World War Two treasures. Join James Holland and Ben Willbond as they explore British battledress, comparing it to German uniforms as well as the inspiration for our first batch - the M1941 Arctic Field Jacket. The guys also explore a Bren Gun, an MG34, a U.S. Navy Chevrolet truck, and even a vintage Bakelite radio—examining the design, materials, and fascinating stories behind each piece.

James (Jim) Holland's latest Substack

The Last Great Hero - The Remarkable Life of Field Marshal the Earl Alexander