JJerrold began with a coat I couldn't buy.

I've spent a lifetime in coats — the kind that finish an outfit, the kind strangers stop you on the street to ask about. The one I kept coming back to was long, unstructured, and reached the ankle. It was nearly impossible to find, and a few that came close cost far more than a coat should.

So on a trip to Thailand, I had one made.

Then I couldn't walk a block without someone asking where it was from.

That's the whole beginning. Not a business plan — a coat I wanted, made properly at a price that makes sense.

That coat is now The Morning-to-Midnight Coat. Double-faced wool with a touch of alpaca for drape, cut in a clean column silhouette that grazes the ankle. There are no buttons, no zip and no hardware to dictate the style — you decide the occasion and the fit. Worn open, it falls like a long-line cardigan. Wrapped closed, it is polished enough for anywhere.

Alongside it, The Alpaca Teddy, a thick, luxurious pile in 70% wool and 30% alpaca, in a range of striking colourways, with a silky viscose lining. And in small quantities, a limited edition of leather and suede jackets. When they're gone, they're gone.

Own the room.