Avre Friday Briefing #39
Batch #2 closing Monday
On Monday morning at 09:00 we’ll be closing the book on Batch #2, our 1941 British Denim Smock. If you haven’t heard, here's everything you need to know:
The 1941 British Denim Smock

Originally worn by Polish II Corps at Monte Cassino in Italy in 1944, good quality originals are now quite hard to find. So we decided to remake the smock to the original spec.
Two Versions

For this Batch, we're making two distinct versions. The first is an exact replica - put on and taken off over the head just as it was specified in the 40’s and issued to troops, including Polish II Corps. The second is identical, but with a full frontal zip, available in Avre statement orange, or matching green. The zip adds modern practicality without compromising the design.
The Fabric

Along with the pattern, this is always one of the most important elements to get right - in any of our products. We found a mill in Yorkshire that supplied some of the original fabric back in the 40’s for the wartime versions. This time, the fabric is 100% organic cotton - immeasurably better for the environment than non-organic. The handle is wonderfully soft and it has a pleasing weight of 350gsm. The provenance makes it even better.
Made to Order

We only make as many garments as we sell, to minimise waste. This means we only buy enough materials for the orders we take. We don’t over produce and we don’t hold stock. This helps us keep our overheads down and it’s better for the environment too.
Limited Edition
When we produce a garment to the original specification, we only make it in limited edition. For Batch #2, we're only making 1,805 pieces to honour Polish II Corps' victory at Monte Cassino on 18th May 1944 (18/05/44). Theirs was an epic journey from Poland to Siberian Gulags to the Middle East and on to the front line.
The Ultimate Christmas Gift for WW2 & Whisky Lovers
Last week we released our very first whisky. We’ve partnered with a brilliant team in Scotland to produce this - it’s a Blended Malt, which is a blend of unique single malts.
Operation Chariot

The story behind this release is Operation Chariot, a daring strike at the heart of German seapower in 1942. In the dead of night, 265 Commandos and Royal Navy personnel piloted a boat laden with explosives six miles up a river and destroyed the Normandie dry dock at St. Nazaire, crippling Germany's ability to service their largest battleships.
This is why we’ve chosen to only make 265 of these bottles, to honour the 265 men, many of whom lost their lives, who succeeded in their daring mission.
Full tasting notes on the website here.
Batch #2 launch livestream

Thanks to everyone who came in person last Friday and to everyone who tuned in online. We had a fantastic time talking about Batch #2, whisky and tanks. We gave away a jacket to one lucky person in the room and made the draws for two competitions.
Batch #1 Unboxing
First was the Batch #1 unboxing. After we sent out Batch #1, we invited anyone who received one to film or photograph themselves unwrapping their jacket. Of those who entered, we're pleased to announce Scott McCabe as the winner. Congrats Scott!
Jacket #001 & £1000 of Hawkstone
Second was the chance to win Batch #2 jacket #001 and a £1,000 Hawkstone voucher. We had a strong response and we're pleased to announce Liam Telling as the winner. Congrats Liam!
We'll be in touch with both winners soon to sort out variant and size preferences.
Edinburgh day trip

Last week we took a day trip north to meet Pierre, Duhan and Dave - whisky aficionados and the team behind Against the Grain Whisky. Pierre Schoemann and Duhan van de Merwe are Scottish International and Lions rugby players and we sat down with them after their training session to talk whisky, jackets and future plans.
We also dropped in to the Scotch Bar at the Balmoral Hotel and sampled from their 450-strong collection. We've got some great ideas for future collaborations and we're excited to see where the partnership takes us in 2026.
