Avre Friday Briefing #49

Introducing the Denim Shawl Collar Shirt

As some of you might know, we've been working on a few new products in recent weeks. So while Batch #2 has been coming together in the studio, we spent a day in East London shooting one of our new roster, the Denim Shawl Collar Shirt.

U.S. Navy

This shirt is inspired by the working dress of the United States Navy during the Second World War. Denim has a long military history, adopted by the US Navy as a working uniform fabric as far back as 1913. By the time America entered WWII in 1941, the dungaree uniform — denim trousers, a black webbing belt, a denim jumper, and a chambray shirt — was standard issue for ratings on working duties. These were practical garments built for use aboard ships and submarines and it's that utility that we found compelling enough to make our own version.

We'll launch this for sale next week, after we've completed fulfilment for the remaining Batch #2 smocks...

Batch #2 — Shipments continue next week

This week we finished QC on all remaining garments. We'll be packing this weekend with orders to be collected on Monday, so if you're still waiting on yours, it won't be long now. As ever, if you have any questions about your order, drop us a line at hello@avreind.com.

Unboxing competition — don't forget

We've loved seeing everyone's unboxing pictures and videos from the first round of shipments, so if you receive yours next week, don't forget to post it to Instagram or Facebook and tag us @avreind. Everyone who enters goes into a draw to win a jacket from a future batch. We'll wait until all Batch #2 orders have been delivered before making the draw, so there's no rush — but don't leave it too long!