With the Heller's/Warehouse crew working day and night to get everything perfect for the launch it has been difficult getting any shots of samples.
I did manage to get us a teaser of what to expect. The idea behind the the Heller's Cafe by Warehouse collection is to challenge our ability to distinguish between vintage deadstock and new repro. We can expect to see 5-12 styles (based off workwear from 1870's - 1880's). While denim (yes, raw) will play an important role we will also see workwear tops and bottoms.
A crucial theme for Larry McKaughna, founder of Heller's Cafe, is the hopes of changing the status quo. His vision is to raise the bar on what quality is for the average consumer. He intends to attract even consumers who may otherwise may not be interested in vintage details and fits (often anti-fits).
Check out some of the materials targeted for the first release.
While certain design aspects are still quite secretive I will venture the prediction that the duck canvas (first 2 pictures) will be used for reproducting a brown duck, v-back waist overalls in the Heller's Cafe collection. Dated as late 1800's it is one of Heller's Cafe's most prized pieces. Here is a previously published photo of the piece.