Why We Exist
At the core of AVRE lies a profound respect for both history and craftsmanship. Our brand was born from a shared passion for the incredible quality and workmanship of the clothing and equipment from the WWII era.
Our mission is to ensure that the legacy of this remarkable generation is never forgotten. We believe in creating products that stand the test of time, just like those that were used during the rigors of the Second World War. In a world dominated by fast fashion, we are committed to producing quality products that last, reducing the need for constant replacement and minimizing landfill waste.
How we achieve this
We achieve our mission by championing the stories of bravery and heroism that played out during the war. Through meticulous research and attention to detail, we bring these stories to life through limited batch runs of iconic pieces of clothing and luggage.
What we offer
The products we create were originally designed and manufactured to outfit serving soldiers. Manufacturing decisions were made based on the specific needs of the operator. Authenticity was built in. At Avre we champion this authenticity.
Each product we create includes carefully considered bespoke detailing, as well as unique packaging and documentation that tell the stories of the people who fought for our freedom.
Additionally, we are committed to giving back to those who have served, donating 10% of our profits to veterans’ charities.
Meet the Founders
James Holland
AVRE was cofounded by internationally acclaimed historian, author and broadcaster, James Holland. James’ passion and expertise ensures each piece we create is crafted with unparalleled historical accuracy and attention to detail.
Specialising in World War II, James has written numerous best-selling books and presented several documentaries on the subject. His involvement guarantees that every detail on every products is meticulously researched and authentically replicated.
Jim Edmondson
A serial entrepreneur, surfer, and amateur WWII enthusiast, Jim’s passion for the era and his business acumen drive our innovative approach.
Pete Reading
Product-focused and detail obsessed, Pete has spent his career building and running digital products, often in the fashion industry. Sneakerhead and ski instructor, his meticulous attention to detail ensures that every step in the customer journey is carefully executed.
