Mass production, this isn't. The Ventile fabric that goes into our jacket is selected from the finest, long staple fibres, only found in the top 2% of the world's cotton crop.

After gentle spinning and doubling, it's at last ready to weave. The machine that weaves Ventile can take time to set up. You see Ventile has 24,000 strands of cotton. And each one has to go through the machine during the weaving process. There are no short cuts. Indeed, it takes some highly skilled men 16 hours to prepare the machine before it is even ready to begin weaving. The result of all this hard work is an exceptionally dense oxford weave. A weave that uses 30% more yarn than conventional fabrics. That's its secret. This incredibly dense weave expands when it comes into contact with water. When it expands it prevents the water getting through. Simple but brilliant. It acts like a performance fabric when it comes in contact with water, yet it has all the feel of natural cotton.

The combination of providing excellent protection against the wind, snow and cold makes it the perfect snow jacket. Indeed, in 1953 Edmund Hillary used it to climb Mount Everest and in doing so became the first man on Earth to stand on its summit.

In a world obsessed with making things quicker, where fast is all that matters, there is a fabric called Ventile. Slowly but surely, it's building a rep-utation for itself. One jacket at a time.