Avre Friday Briefing #8

6 days to go!

As we mentioned last week, and as you might have seen on our Instagram, we've been counting down the days to our inaugural batch launch next Thursday, 17th April at 16:00 BST. In today's post, because we've got 6 days to go, we picked out the top 6 details we love about the M1941 Arctic.

From top left to right:

• The serge lining - Soft, warm and durable . Sourced from a mill in West Yorkshire with a 185 year history in making beautiful woollen cloth.
• Buckles - We couldn't find anything suitable off the shelf, so we had a mould made to the exact spec of the originals. We love the matte black finish.
• Collar - The stitching pattern is an exact match to the original, and it’s just the right size, shape and weight to stand up of its own accord.
• Shoulder detail - Shoulder epaulettes and stitched back pleat sit well together.
• Buttons - Dyed by a specialist button maker in the Cotswolds to match the original version. Made from Corozo, a 100% natural material that comes from a special species of palm. 
• Workmanship - Hand cut, double stitched seams and just like the original, built to last.

Sizing

We've also been busy talking to customers and friends with a hot topic of conversation being sizing.

If you're interested in purchasing the M1941, we'd recommend choosing your size ahead of the launch date, to help you save time during checkout when we expect demand to be high. We wouldn't want you to miss out while you're busy hunting for a tape-measure!

Batch #1 is a Classic Fit

The M1941 is a classic fit which allows for mid weight layers underneath. It fits true to size. If you prefer a more relaxed fit to allow for heavier layers underneath take a size up. Our model below, Mr. Ben Willbond below is 6'0" (182cm) with a 34/36" waist, takes a 41" UK chest size and is wearing a Size 4 (M). 

How we measure

The size chart on our website displays the actual garment measurements when laid flat with all fastenings done up. Here's a quick overview of how we measure. More details on the size guide.

• Chest. Seam to seam across the chest, just under the arms (doubled).
• Sleeve. From the shoulder seam to the hem at the wrist.
• Back. From the collar seam to the bottom of the waist hem.
• Shoulder. From the collar seam at the side of the neck to the shoulder seam.
• Waist. Similar to chest, but taken from a point 20cm below the armpit. (doubled).

If you're unsure at all about size and fit, please contact us, we'll be happy to help! hello@avreind.com

SSAFA - The Armed Forces Charity

Each year we produce four batches of limited edition jackets, and for each batch we choose a veterans charity to whom we donate 10% of our profits. Our brand is deeply rooted in the history and bravery of our armed forces, and we wanted to ensure that we show our appreciation in a meaningful way. 

For Batch #1 we chose SSAFA, a charity that has been providing assistance to serving personnel, veterans, and their families since 1885. SSAFA's commitment to offering support in times of need aligns perfectly with our values. Through our contributions, we hope to make a positive impact on the lives of those who have given so much for our country.