AVRE Friday Briefing #29
Pre-orders go live Friday 12 September
On 12 Sept we’re opening 250 pre-order slots for the 1941 British Denim Smock — hand-made in Greenwich from cloth recreated by the original mill for this production only. Pre-order price: £349.
Why pre-order?
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Guarantee your slot. No launch-day scramble.
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We cut exact cloth. Your order helps us size fabric accurately and reduce waste.
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Craft, not hype. Each jacket is built slowly, properly, in the UK.
How it works
At 0900 on Fri 12 Sept, head to the pre-order page → choose your size → checkout at £349.
You’ll get an email confirmation and build-progress updates.
AVRE at We Have Ways — Saturday 13 September
Pete will be on site for a proper chat — and he’s bringing Batch #2 for try-ons. We’ve held a small number of pre-order spaces exclusively for festival attendees. If you’re there, find Pete and he’ll sort you.
Jim × Sam Sheriff (REORG) — interview & mat time
Jim sits down with Sam Sheriff MBE to talk REORG, how each Batch #2 jacket helps fund their work, and why BJJ builds resilience and community. Then Sam demonstrates how a jacket can become a tool — and yes, Jim gets tossed around a bit.
It was hugely eye opening, to hear first hand how much of a difference REORG makes to their beneficiaries.
You can wear your Smock with pride knowing that you have helped change someone life.
Video dropping on our channel soon.
Jim & Jim on Batch #2 — two short videos
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Why the denim smock? The design story, from commando cliffs to Cornwall dawns.
- Why only 1,805? To honour the Polish II Corps at Monte Cassino on 18/05/1944 — hence 1,805 hand-numbered Originals and signed by James and Al.