Jacob Hurwitz on The American Trench Coat

american trench LYol RN e | R VAN SOCKS APPAREL MORE We are all inspired by something. For me, and for what would become our brand, it was a white trench coat that I bought on vacation. That was in 2009. Almost 15 years later, that original kernel doesn’t resonate the same with me as it used to. Like all first drafts, when you revisit them you’re almost surprised you ever liked it. But you don’t always know the definition of what you’re creating when you’re creating it. That’s accurate – honest – in general design and in regards to American Trench.  Earlier this month we debuted a revised American Trench Coat. The dark navy Ventile original needed little change in concept – durable, simple, waterproof, classic. But some of its details felt superfluous in retro-spect. Much of the focus for the new trench was getting back to the silhouettes' roots. We researched and sampled vintage trench coat styles, like 1960’s Burberry pieces. The A-line shape, rather than the slim, tube-like designs of the early 2000’s, offers far more timeless appeal. Notice how the shape is considerably more relaxed on the right (2024 Trench) compared to the shorter, slimmer fitting coat on the left (2017 Trench) We dialed in other details like bigger buttons and sharper lines. We added two waxed cotton variants as well. Moving production to a new factory in Boston made these changes possible. Changing manufacturers is always difficult. Especially if it's a group you've been with for a decade plus. But the edits on the trench are impeccable. We're confident that the pivot in production was worthwhile. We kept the creative simple.  We worked close to home, in our photo studio, with friends of the brand. Joseph Pollard. Hamid Holloman. Bill Yao. These three men are leading creatives in the Philadelphia fashion space. They've also been pivotal players in the American Trench story. Their participation in this capsule was both a privilege and a guarantee. Inspiration – like good friends – should never be taken for granted.   This Trench Capsule is dedicated to ours.  Jacob Hurwitz  Co-Founder,  American Trench  american trench | made in the usa telling the story of american manufacturing 15 east lancaster ave., ardmore pa. CEAvIIL]