That trench coat project Scott Schuman was working on?

It’s Burberry’s new website, TheArtoftheTrench.com and we’ve already spent too much of our morning clicking from trench to trench. Scott’s shot men, women and kids around the world in their Burberry coats, whether classic, navy, red or green and they’ve built an entire site from the images.

The Kooks play in the background; viewers are invited to comment, share, like etc. A navigation bar lets you choose images by weather - wet, bright, cloudy - by gender, by style - belted, unbelted - or you can click freely.

You’re welcome, of course, to submit photos of yourself wearing your Burberry trench and it might just land on the main site. They’re hoping users will create profiles and libraries of their favorite trenches, for a very specifically themed Facebook-like site.

Will it work? I love trench coats, but I don’t know who needs a profile to keep track of their favorites.