While Shein floats for $50bn, the pub landlord is hand-making the opposite argument — 200 garments at a time

Two of Britain's best-known WWII voices — comedian Al Murray and historian James Holland — run a clothing company that hand-makes recreated wartime garments in Greenwich, in batches of 200, designed to be repaired, worn for decades and passed on. Every edition number is a memorial: 1,805 smocks for the date Monte Cassino fell, 265 whisky bottles for the 265 men of the St. Nazaire raid. This month, Europe declared war on the opposite model — and its biggest name floated on the stock market.

AVRE Industries, co-founded in 2024 by Al Murray and James Holland, hosts of the most downloaded WWII podcast in the world, alongside Jim Edmondson, offers a direct counterpoint to the disposable clothing model. The company meticulously deconstructs genuine wartime garments to build authentic patterns, then remakes them by hand in Greenwich, London. AVRE releases four small, never-repeated batches a year, each designed to be repaired, worn for decades, and passed on. The current release is the US Navy Shawl Collar Utility Shirt: a faithful reconstruction of the deck shirts worn by sailors in the Pacific, cut from 13.75oz American selvedge denim, priced at £249, in a batch of 200. The next planned release, the 1940 Pattern Battledress, will use cloth from the Yorkshire mill that invented khaki in 1899. A signature element of AVRE's releases is the edition numbers, which serve as memorials. For example, Batch 2 ran to exactly 1,805 units, commemorating the 18th day of the 5th month, 1944, when Polish II Corps took Monte Cassino. The brand's first whisky release was limited to 265 bottles, one for each Commando and sailor who participated in the St. Nazaire raid. Every garment batch released so far has sold out, with jacket #001 going to Jamie Oliver. AVRE Industries also donates 10 per cent of its profits to veterans' charities. As co-founder James Holland puts it, the point is "garments that are built to last, not to be replaced."

Trend context

At the end of June, France definitively adopted its ultra-fast-fashion law: per-item penalties starting between €0.25 and €6 per product this year and rising toward €10 by 2030, plus a ban on advertising and influencer promotion — with the legal definition of the offence resting on two tests, the volume of garments placed on market and the cost of repairing an item relative to its price. The EU followed this month, ending duty-free entry for parcels under €150 with a €3 fee per customs code. And three days ago Reuters reported Shein is seeking a $40–50 billion valuation in its Hong Kong IPO — half its 2022 peak — as the crackdown bites into growth. The law now defines bad clothing as high-volume and not worth repairing; AVRE is that definition inverted, and it existed before the legislation did.

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

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

Talking points

The asset

The US Navy Shawl Collar Utility Shirt — Batch No. 3, live now, £249, edition of 200.

www.avreind.com/products/denim-shawl-shirt

The story

AVRE Industries, co-founded by Al Murray and James Holland, has launched Batch No. 3 of its US Navy Shawl Collar Utility Shirt. This release serves as a vivid example of clothing made to last, arriving as Europe introduces new laws distinguishing durable garments from disposable fast fashion.

Why it matters

Ultra-fast fashion produces garments whose repair costs more than their replacement — the exact test France now uses to levy penalties. AVRE's model is the living counterargument: 200-unit batches, repairable construction, garments tied to real human stories so they're kept, not binned. The victim of the old model is landfill, craft and memory; the victor is anyone who'd rather own one thing that matters.

Who does it impact

Readers of fashion and sustainability desks covering the crackdown, business desks covering Shein's float, features editors who want the human version of the story, and the growing audience choosing fewer, better things — plus the veterans' charities receiving 10 per cent of profits.

Proof points

Three consecutive batches of 200, every one sold out 10,000-strong customer base; 20 per cent repeat purchasers Over £2,000 donated to veterans' charities since 2024, from 10 per cent of profits

CTA

See the full collection at avreind.com. Al Murray and James Holland are available for interview.

Key facts

Product Name: US Navy Shawl Collar Utility Shirt
Batch Number: Batch No. 3
Edition Size: 200 units
Materials: 13.75oz American selvedge denim
Production Location: Greenwich, UK
Historical Inspiration: The U.S. Navy Denim Utility Jacket — or "dungaree jacket" as sailors called it — has been a constant since 1901, when the Navy first approved denim as a working uniform. Before that, sailors were expected to haul coal, paint hulls, and carry out repairs in their formal wool uniforms.
Price: £249
Charity Contribution: 10% of profits to veteran charities

Images

Logo

Jonny Shawl

Front

Get in touch

Jim Edmondson

Founder

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