The Blueprint

When we set out to create Batch #2, we didn’t start with sketches or references — we started with an artefact. A genuine 1941 denim smock, discovered, studied, and restored with care.

This was the blueprint that guided every stitch of the new AVRE 1941 Denim Smock. “This is the original 1941 denim smock,” says our Co-Founder James Holland, holding the rare garment in his hands. “Incredibly few of these survive today. It was a very short production run — later replaced by a different style of denim smock used more widely in Northwest Europe around 1944.”

The version you see in the film was issued to the Polish II Corps serving in Italy, and to the Canadian troops stationed there.

Each one was built for durability, and adapted to the harsh realities of war — yet remarkably refined in design and structure.

At AVRE, we followed this original piece to the letter. The weight and weave of the cotton twill. The placement of the buttons. The distinctive lines of stitching that gave the smock its unmistakable character.

As James explains in the video, the original isn’t denim like your jeans — it’s a dense cotton twill, tough yet flexible, engineered for the field. Ours is woven in Lancashire, and cut in Greenwich, and finished by skilled hands who carry forward the same British craftsmanship spirit as the 1940s makers.

The smock James holds is more than 80 years old. Its inside bears small repairs — patches where the original owner sewed over worn spots. We didn’t replicate those marks of wear, but we did honour what they represent: resilience, resourcefulness, and respect for craftsmanship.

How to Wear It

One of the most common questions we get is about fit — so this week, Jim takes you through how the 1941 Denim Smock actually wears.

The smock comes in two styles: Original and Reinvented. The Original follows the exact pattern of the rare 1941 piece we discovered — loose through the body, designed for movement and layering. The Reinvented keeps the same silhouette but adds a few functional updates, including a zip and our small orange tab marking it as part of the Reinvented Range.

Jim is six foot tall with a 32" waist. In the video, he’s wearing a Large for layering, but typically wears a Medium, using it more as a shacket — thrown on over a T-shirt or layered with a lightweight knit. It’s a relaxed cut, slightly oversized by design, which means you can size down for a sharper fit or stay true to size if you prefer room to layer.

You can view our full Size & Fit Guide

Did you miss it?

Early in the summer Jim and Jim raced to see who would win the first production samples of the Batch #2 British Denim Smock.  If you missed it here it is again.

WW2HQ

Al Murray and James Holland walk the ground at Bentley Priory, RAF Northolt and Biggin Hill to unpack how Dowding, Park and Fighter Command turned 15 September into a resounding RAF victory. From radar plots and squadron tactics to Ray Holmes’ famous ram, we track the two major raids over London and why this day became the crux of the battle.

Launch Date 14^th Of November 1830

Thank you to everyone who has booked a ticket to join us in person on the 14th of November. I’m sorry the venue isn’t bigger — we would have loved to fit more of you in.

If you didn’t manage to get a ticket, don’t worry — you can still join us online and watch the drop live. We’ll send full details the day before.

Whisky Galore

A little sneak preview of something special — the first release from AVRE Whisky.

We’re calling it AVRE Industries VAT #1 — a 15-year-old blended malt whisky aged in a first-fill PX Sherry Cask. For those not in the know, that’s very different from a blended grain whisky. AVRE VAT #1 is created from a blend of rare single malts, giving it a distinctive nose and depth of flavour that can’t be replicated again.

Only 265 bottles will be produced — one for each of the Commandos and Naval personnel who took part in Operation Chariot.

We’ll have a few bottles available to sample on the night of the 14th.