Avre Friday Briefing #44
Happy New Year.
2025 was our first full year as a brand. And before anything else, it feels worth pausing on that.
At a time when most things feel rushed, optimised, or endlessly “iterated,” we did something much slower.
Batch #1
In April we launched Batch #1 - the M1941 Arctic. A jacket rooted in purpose, built properly, and worn hard.
The messages and photographs you sent us — jackets out in the world, doing what they were designed to do — meant more than any sales figure ever could. And we loved seeing so many of you in person at various different gatherings proudly wearing your M1941's.
Batch #2
And then in November, we launched Batch #2 - the 1941 British Denim Smock. We've been working hard in the studio all over Christmas to make sure we can start shipping orders in early February.
Watching this piece come to life — from archive to pattern, samples, fabric and eventually to finished pieces rolling off machine — has been super rewarding. To those of you who have ordered one, we hope you love it as much as we've loved making it.
VAT #01
And yes… we launched a whisky!
Sometimes, the ideas that make the most sense, and resonate best happen organically. This one came about through good conversation, shared stories and time spent in the pub with people who care about the same things we do. There are still some bottles left, link below.
AVRE has always been a passion project.
We love old jackets.
We love history.
We love the conversations that happen around them — and, increasingly, with you.
That’s why we do small batches.
That’s why we obsess over detail.
And that’s why we take our time.
So — 2026.
This year is about continuing that path, not changing it.
We have 3 jackets lined up for 2026, all very different, all currently in development. We are also launching our first bag which is really a thing of beauty.
No rush.
No noise.
Just things worth making, and stories worth wearing.
Thank you to all of you for being part of this with us.