Manchester to Mayfair: Private White VC opens a new London flagship

Manchester-based label Private White VC’s new flagship store is now open on London’s Duke Street in Mayfair

(Image credit: press)

last updated 27 October 2022

The present preoccupation with authentically provenanced, robust utilitarian, heritage apparel continues with the opening of Manchester-based label Private White VC’s new flagship store on London’s Duke Street.

Designed by ex-Dunhill designer Nick Ashley – son of Laura Ashley, of the eponymous fashion and home furnishings behemoth – Private White VC is the workshop brand of a clothing and textiles manufacturer run and managed by the great grandchildren of World War One Victoria Cross recipient Private Jack White.

For decades the factory was a largely anonymous, freelance operation making garments for the likes of Burberry, Aquascutum, Nigel Cabourn and Baracuta, but three years back, inspired by the energy of new owner James Eden and the vision of Nick Ashley, the Private White label was born.

Now several seasons in, Private White VC has found a credible niche in the modern day sartorial vernacular. This is proper, virile British gear – duffels, bombers, car coats, pea jackets – retro inspired but contemporarily styled, lovingly made by dedicated Lancastrian seamstresses manning heavy-duty overlockers. Fabrics are wax cotton, military spec cotton drill and Harris Tweed. Collars are, inevitably, raw state sheepskin. In short, it is clothing for the type of people who think that Belstaff may have gotten a bit too 'fashion'.

'We’re doing something that’s not really been done before because we’re an uber-luxury British factory,' says Ashley. 'There’s only one place higher than us in terms of make, quality and price, and that’s Savile Row. So, Mayfair suits us.'

Private White VC is the workshop brand of a clothing and textiles

Private White VC is the workshop brand of a clothing and textiles manufacturer run and managed by the great grandchildren of World War One Victoria Cross recipient Private Jack White

(Image credit: press)

The collection is designed by ex-Dunhill designer and motoring enthusiast Nick Ashley (pictured) – son of Laura Ashley, of the eponymous fashion and home furnishings behemoth

Now several seasons in, Private White VC produces proper, handcrafted, carefully-detailed British gear – duffels, bombers, car coats, pea jackets included

The industrial interior of the new flagship reflects the label's hardwearing, all-weather apparel

ADDRESS

73 Duke Street
Mayfair
London W1K 5NR

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Simon Mills is a journalist, writer, editor, author and brand consultant who has worked with magazines, newspapers and contract publishing for more than 25 years. He is the Bespoke editor at Wallpaper* magazine.