How Paynter Jacket Co. Found Success With Limited-Edition Chore Coats

Paynter Jacket Co., a small label in London, has built a loyal following thanks to its limited-edition chore coats.

Fi Cotter Craig, a television producer in Britain, was scrolling through Instagram one day when she was struck by a photo. “I saw my friend wearing a jacket that I actually thought I would kill her for,” Ms. Cotter Craig said. “Rather than kill her, I rang her up and said, ‘Where did you get that jacket?’”

Chloe Speed, who lives in Amsterdam and works in marketing for Nike, envied her husband’s new blue chore coat and poached it for herself. “The color was so iconic and beautiful,” Ms. Speed said. “Every

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