AVRE Friday Briefing #30
Pre-Orders Are Live
This morning at 09:00, we opened pre-orders for Batch #2 - the 1941 British Denim Smock. After many months of development, sampling, photoshoots and supplier delays, we're ready to go!
To allow us to manage materials and production, Pre-Orders are limited to 250 pieces across both styles. The Original version is signed by James and Al and is numbered from an edition of /1805; which is to commemorate the day Polish II Corps took Monte Cassino in Italy (18th May, 1944).
Pre-Orders are released first to our mailing list subscribers - the general release will follow later this year. If you'd like to access the Pre-Order, please sign up to our mailing list.
Two Variants
This time we're offering two variants: Original, which stays faithful to the historical garment and Reinvented, which adds a full frontal zip in either green or Avre statement orange. Both styles work brilliantly for men and women, with the same relaxed, utilitarian cut that made these so practical during the war.
We Have Ways Fest!
This Saturday we'll be at We Have Ways Fest and we can't wait! We're bringing multiple garments for people to actually see and try on, plus a couple of prototypes and one original smock. There's nothing quite like feeling the weight of the fabric and seeing the construction details in person.
We're also running a competition where festival-goers can win a Batch #2 smock of their choice. Come and find Pete, he'll be manning the Avre stand.
Size and fit refinement
This week we've also been iterating on our sizing guidance based on feedback from the photoshoots and early fittings. The smock's oversized cut means sizing can be a bit tricky - it's designed to allow for layers, but some people prefer a slimmer fit. We've updated the website with garment measurements, plus images showing exactly how we measure.
If you have size and fit questions, hopefully our handy sizing guide will help, but if not, please reach out - we're here to help: hello@avreind.com
Cornwall shoot imagery goes live
The best shots from our Cornwall photoshoot have finally made it onto the Batch #2 product pages. We were so lucky to have a totally beautiful morning that day and Evie our photographer really captured some amazing shots for us. Here's a small selection.
Customs bureaucracy
While the launch and festival prep was happening, we've been dealing with a less glamorous reality - multiple parcels stuck in US customs purgatory. The sad news this week was that multiple parcels are being returned to sender, rather than on to customers, which is kind-a soul-destroying after spending a month trying to convince UPS and others that everything was in order. Frustratingly, multiple identical packages did make it through. It's the kind of bureaucratic nightmare that nobody warns you about when starting a fashion brand!
What's next?
Pre-orders are live until we hit 250 pieces or decide to close them. After that, it's on to planning production and getting ready for the main launch in a few weeks' time. Plus there's a festival to survive and hopefully some customs parcels to retrieve.