The Very Warm came to life in a partnership between Institute and Creative Director Laurence Chandler of Rochambeau. The mission was to bring warmth to the everyday through durable, reliable and approachable outwear. The mantra quickly became: “We're not here to combat the cold, we're here to embrace it.”
Welcome to The Very Warm. Our strategy was to build a hypothetical place where anyone and everyone could belong. This was punctuated by a logomark “flag”, which signified that TVW was, in fact, a place one could travel to. Through emotive, community photography and an honest tone of voice, the brand immediately resonated as the first optimistic outerwear brand.. The Very Warm also stands by its mission to provide high quality outerwear, made from sustainable materials, and at an attainable price point for its consumers. It launched its debut collection on SSENSE and on theverywarm.com in the Fall of 2020.