Saturday at 9AM is a weird time to release a new product.

Based on experience and research, it’s actually one of the worst times you could possibly choose. (Apparently Tuesday or Wednesday after lunch is ideal).

So why do we release our jackets at the worst time possible?

Well, when we launched Batch No.1 we were still in a long distance relationship. Becky in London, and me 200 miles away in Wales. We were both working full time so the only chance we got to see each other was on the weekend.

Even though we knew that a weekend release was terrible timing, we couldn’t have done it being sat hundreds of miles apart when we launched our first jacket, one we’d spent 9 months working on. Also, neither of us had the patience to wait until later that weekend either.

So, Saturday at 9AM it was. And it will never change.