I think it looks great as is but since you asked, I personally would prefer a couple things different:

1. I don't care for the leather strap in the back. I know it's supposed to give the jacket shape and stuff, but for my own self, I don't care for the look and would just as soon have the jacket shaped by darts/tailoring or whatever. I know that probably adds more work, but if we're talking about bespoke...then that's what I'd like.

2. Slash pockets in the front. The big well pockets for shells are great, but I like slash pockets to put my hands in. Especially if they're lined with something like fleece, shearling, etc.

3. No lapels. I personally think lapels belong on things like suit-coats, sport-coats, etc., and that outdoor wear is a different animal. And despite their origin as "gentleman's sporting wear," I don't think of sport-coats as actually the best option for outdoor activities. Rather, just a regular straight front with buttons or snaps, or whatever and a normal collar like a bomber jacket, so that it can be fastened all the way up for chilly days. Perhaps a leather collar to match the shooting patch, though.

4. I actually like the shooting patch as is. I see what you mean about detaching it, but as a frequent shooter, I kinda like it to be a subtle (or not-so-subtle) indicator of my interest.

5. The epaulettes are a great idea, for lots of reasons: keeping straps for bags, binoculars, etc. in place; also in keeping the the tradition of kilt jackets and shooting apparel being quasi-military in nature.

As I said before, it's a great looking jacket as is, but as I prefer a more rugged, safari/quasi-military kind of a look, its general appearance resembles more of a sport jacket than what I consider a serious shooting jacket. Still, it's pretty cool. I'm looking forward to seeing new versions, whatever they may be.