Meet the Jacket That Sells Out Faster Than Oasis.

A friend recently messaged me, “Check out this brand; you’ll love them.”

He wasn’t wrong. Within a few minutes, I’d fallen head over heels for Paynter Jacket Co. — everything about them, from their story, products, strategy, marketing, and positioning. Head. Over. Heels.

Paynter makes limited-edition jackets and shirts with impeccable attention to detail, using only the finest fabrics they can source. And for reasons we’ll get to, they’re bringing a much-deserved cult following along for the ride.  

So, what sets them apart?

Most notably, they sell their jackets in batches and only release four each year. Each batch is marketed before release and then opens for sale on their website on a Saturday at 9 am UK Time. And if you think you can open your laptop at 0930am to snag one, you’d better think again…

Batch 3.5 sold out in 86 seconds!

As I scroll through the archive admiring Batches 1 to 18, I find myself with an unhealthy desire — dare I say, a need — to procure myself at the very least 3 Paynter Jackets. But that won’t be happening. Each page merely lives on as a museum of sorts, reminding visitors of what could have been — a better time when their Add To Cart buttons didn’t read Sold Out!

The one exception?

Batch 19.5: The Harris Tweed Overcoat. 

Why Batch 19.5 and not 19?

Paynter lives and breathes their values — one of them is that they’re intentional about not creating waste. This intention is embedded within the soul of their brand, quite literally, the fibre of their fabric, which is why they only buy a specific amount of fabric… why their jackets are only made once purchased… and why everything they create is like gold dust. 

Of course, this model is not without its problems — albeit problems most e-comm business owners would die for. 

Keeping up with demand.

Early in their journey, because demand was so high, many customers were left disappointed with no new jacket to comfort them on a cold winter's eve. 

In an effort to combat this, Paynter opened up an early access list, where subscribers were given a period in which they could pre-order the latest batch and, in doing so, guarantee themselves a jacket. 

Well, batch 19 absolutely shattered sales forecasts, making it their first-ever jacket to not make it through the presales period and onto their website. Hence, batch 19.5 is a rerelease of batch 19.  They can’t just take more orders for batch 19 because they must source new fabric, which pushes out production. 

When I started writing this a few days ago, batch 19.5 was still available. It no longer is. Batch 19 has now taken up its post in the museum archive — Sold Out! 

What the owners, Becky Okell & Huw Thomas, have managed to create and execute is a masterclass in scarcity and so much more. Let’s look at how they’ve managed to pull it off:

1. Strong brand values

Becky & Huw are firmly against waste and mass production. And with 62 billion items of clothing ending up in landfills each year, they're more than happy to sacrifice potential profit to ensure you won't find one stitch belonging to a Paynter Jacket in any landfill. Period. 

2. Passion and authenticity

These two words get tossed around too often by brands — and individuals alike — because they "sound good." Refreshingly, Paynter embodies passion and authenticity in everything they do.

Take the release of Batch 3.5, which sold out in 86 seconds. In a video capturing the moments building up to the launch, echoes of "Oh, fuck” cut the tension as they invite us into their world to experience the raw emotion of a sale.

It's candid, refreshing, and real — actual authenticity that’s hard not to admire. You can watch it here. 

3. Masterful storytelling

At the heart of every memorable brand with a cult following are stories that captivate. Apple does it. Nike does it. WeWork did it. Paynter does it. If you wish to create longevity, showing up in an inbox is not enough — you must tell stories. Paynter is a master of storytelling.

From their first meeting at a workshop in London to Huw’s obsession with deconstructing vintage jackets, Paynter weaves stories that captivate their audience and draw them into the brand’s journey. These stories can be found throughout their website and socials, embedded within each batch, and in their emails.

From finding their pattern maker in Paris to sourcing fabric from a centuries-old mill in Venice, they don’t just sell jackets — they bring the customer with them through the entire process and are rewarded handsomely for it. 

4. Actual scarcity

Nothing quite creates demand like scarcity. However, most brands overproduce, fake scarcity, make it painfully obvious, and end up with a pile of waste.

Paynter was able to pounce on this narrative because waste goes against everything they believe in. Every jacket is made to order in limited-edition batches, ensuring zero waste and, without tricks, creating real scarcity, a cult following, and batches that continue to sell out in record time.

5. Quality over quantity

In a world that often rewards quantity over quality, Paynter takes pride in slowing down to ensure each jacket is made to the highest standard — designed to be treasured by those lucky enough to snag one for years to come. 

The end result?

By inviting customers into their world, displaying their passion, living by their values, and refusing to compromise, Paynter has become the antithesis of fast fashion.

A Paynter jacket becomes part of your personal story — one customers are excited to share with friends and loved ones, just as my friend shared with me.

And with their growing fanbase and cult following, each release is destined to continue selling out faster than Oasis.

Hi, I’m Nicky, a copywriter specializing in e-commerce. I help legendary brands with BIG personalities transform their email marketing through sophisticated automations, potent campaigns, and creative storytelling.

If you're interested in learning how I can help you double, triple, or even quadruple your email revenue with zero stress or hassle, then send me a DM — I'd love to chat.