Jeremy Clarkson asked why anyone starts a UK business. His brewery just cancelled 200 British-made charity jackets

AVRE, the WWII jacket brand co-founded by historian James Holland and comedian Al Murray, spent most of a year winning a Hawkstone collab: 200 British-made jackets, profits to Shout, the mental health text line Hawkstone promotes to farmers. AVRE paid for and hand-delivered the samples. Hawkstone borrowed them for a final check, then cancelled in August: apparently wrong audience. This week Clarkson asked why anybody would start a business in Britain.

AVRE Industries, the British heritage clothing brand co-founded by historian James Holland and comedian Al Murray, spent most of a year working on a collaborative jacket with Jeremy Clarkson's Hawkstone. The brands agreed cut, cloth and commercial terms for 200 jackets made in Britain, with profits going to Shout, the 24/7 mental health text service Hawkstone partners with to support farmers. AVRE made the samples at its own cost and delivered them by hand. Hawkstone borrowed them so that co-founder Johnny Hornby could give them a final sign-off, then cancelled in August, saying the jacket did not fit its audience. Hawkstone knows Shout well. Its website tells farmers to text HAWKSTONE to 85258 for support, and on 4 September the brewery committed £50,000 to extend that partnership, as reported by Farmers Guide. It knows workwear too. Hawkstone lists its own £95 Worker Jacket and a £25 Back British Farming T-shirt on its website, and made £44.9m in sales in the year to March, according to the 2026 Sunday Times 100. This week, at the Conservative Party conference in Birmingham, Clarkson said the attacks on farmers come from everywhere. 'Why would anybody set up a business in this country right now?' he asked. 'Everyone is entitled to change their mind, and we would still make that jacket for Hawkstone tomorrow,' says Jim Edmondson, co-founder of AVRE. 'Jeremy asked why anybody would start a business in Britain right now: we did, we manufactured it here to support British farmers, and his own brewery walked away because they said British-made didn't fit their audience.' AVRE co-founders Al Murray and James Holland are available for interview alongside Jim Edmondson. Complete email paper trails, production specification sheets, sample handover receipts, and high-resolution photography of the finished samples are available on request.

Trend context

Clarkson's line is the business story of the week. Interviewed on stage in Birmingham by shadow environment secretary Victoria Atkins, he said farmers are being attacked from every direction and his next pub won't be in the UK (reported by the drinks business on 6 October and LBC on 7 October). Founders backed him: Andreas Adamides, chief executive of Helm, which represents more than 400 fast-growing firms, told BM Magazine on 7 October that founders raise the same complaint with him every week. The Budget lands on Wednesday 28 October, the date the Chancellor confirmed to the Treasury Committee in July (per ICAEW). Small British business stays on the business pages for the rest of the month. Hawkstone is a brand built on exactly that story. It made £44.9m in sales in the year to March, up from £21.3m, and supplies more than 4,000 pubs (Sunday Times 100, June 2026); a WARC case study in July credited its growth to a strong story and a close tie to British farming. The collision: a small British maker offered that brand its own story, made by hand. A jacket made in Britain from British cloth, profits to a farming charity, from a brand co-founded by historian James Holland and comedian Al Murray, and Hawkstone said it didn't fit the audience. For readers, it's a test of what "back British" means when it costs a big brand something. For founders, it's the risk nobody prices into a big-name collab: the small maker pays for the samples, and the big brand keeps the right to walk.

About AVRE Industries

Why we exist

We exist to bring history back to life—properly. Not as nostalgia, but as something you can wear, use, and pass on. Too much of what’s made today is disposable, stripped of meaning and built to be replaced. We believe the opposite—that the stories, materials, and craftsmanship of the past still matter. AVRE exists to recreate those moments in small, considered batches—so each piece carries history, purpose, and permanence.

How we do it

We meticulously deconstruct genuine WWII garments to create authentic patterns, then rebuild each piece using the finest British-sourced materials and specialist fabrics. Production is in small, non-repeated batches in the UK, blending traditional craftsmanship with modern tooling. Each release is deeply researched, telling the real stories of the units and moments behind the originals. 10% of profits support veteran charities.

What we do

We design and produce small-batch garments based on original WWII clothing—recreated with accuracy, craftsmanship, and modern materials.

Why it matters

Because most of what we wear today is designed to be replaced. It has no story, no meaning, and no reason to last. AVRE is the opposite. Each piece is tied to a real moment in history—worn by people who lived it—and rebuilt with the same intent: to endure. So when you wear it, you’re not just putting on a jacket. You’re carrying a story that’s already proven it matters.

Who it's for

Our audience is discerning individuals, typically aged 35-65, who actively seek out heritage-quality goods and invest in fewer, more meaningful pieces. They are often collectors, history enthusiasts, or those who appreciate artisanal craftsmanship and the provenance of what they own, prioritising enduring value over fleeting trends or brand logos.

Proof points

Since launching in 2024, we have donated over £2,000 to veteran charities. We have successfully released three unique, sold-out batches of 200 units each, demonstrating strong demand for our limited-edition pieces. Our customer base has grown to 10k discerning individuals, with 20% repeat purchasers.

Traction & credibility

We’re not built for rapid scale. AVRE is a long-term project—focused on making enduring products, not chasing growth. Despite that, our pieces have found their way to a small group of notable customers, including Jamie Oliver, James May and Charley Boorman.

Spokespeople

Jim Edmondson

Founder

A serial entrepreneur, surfer, and amateur WWII enthusiast, Jim’s passion for the era and his business acumen drive our innovative approach. Jim works with numerous brands including Caterpillar and Hollywood Studios generating ideas and new strategies.

Expertise

Marketing, Sales and Strategy

Notability

Has won multiple marketing awards

Al Murray

Founder

A renowned comedian, actor, musician and writer, Al brings a perfect blend of humour and historical insight to Avre. A graduate of the University of Oxford with a degree in Modern History, Al has a long-standing interest in World War Two. His extensive career in comedy and broadcasting, along with his passion for history, ensures that our products are not only high quality but also authentically detailed.

Expertise

Comedy and History

Notability

Most downloaded WWII podcast and numerous WWII books

James Holland

Founder

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.

Expertise

History

Notability

Times and New York Times Best selling Author

Pete Reading

Founder

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.

Expertise

Operations

Talking points

The shift

Jeremy Clarkson's Hawkstone brewery drops British-made charity jacket after agreeing 200-piece production run with AVRE

avreind.com

The story

AVRE, the British heritage apparel brand co-founded by historian James Holland and comedian Al Murray, spent twelve months developing a collaborative jacket with Jeremy Clarkson's Hawkstone brewery. After agreeing cut, cloth, and commercial terms for 200 UK-manufactured jackets benefiting farming Charity Shout, AVRE produced and hand-delivered finished production samples. Hawkstone co-founder Johnny Hornby received the samples for final sign-off before the brewery terminated the project, stating the garment did not match its customer base - even though it is made in Britain and supports rural Britain, Hawkstone's demographic voted for it to be made.

Why it matters

Hawkstone's brand is British farming. It lists Back British Farming merchandise and a £95 Worker Jacket of its own, and this week its largest shareholder asked why anybody would start a business in Britain. A made-in-Britain jacket raising money for farmers is Hawkstone's own story, offered by a small British maker, and the brewery turned it down.

Who does it impact

Small independent British garment manufacturers absorbing upfront prototyping costs on verbal corporate commitments; SHOUT which loses cash; and Hawkstone consumers purchasing merchandise marketed around supporting domestic agriculture.

Proof points

Hawkstone commercial records and retail data: £95 imported Worker Jacket and £25 'Back British Farming' apparel listed on hawkstone.com as of October 2026; £44.9m revenue reported in the 2026 Sunday Times 100. Verifiable email correspondence, production spec sheets, and dated sample handover notes between AVRE and Hawkstone leadership.

CTA

Interviews with Jim Edmondson from today; Al Murray and James Holland [subject to availability]. Photographs of the samples and labels, the original film, and the paper trail on request.

Images

Logo

Get in touch

Jim Edmondson

Founder

Drop me a note and I'll reply by email.