Private White V.C. AW14 Launch Party

Rachael, Beki, Frances and I

The shop located within the factory in Manchester

New womenswear collection for AW14

The store was opened by HRH Princess Anne

New womenswear collection for AW14

I fell in love with this gorgeous jacket!

The factory above the store where all the clothes are made

New womenswear collection for AW14

Last week, I was invited to an exclusive party to celebrate the launch of the AW14 collection from Private White V.C. The event was held in their factory store in the heart of Manchester, which was officially opened in September by HRH Princess Anne. We had the chance to look in the factory and see the collection being made before our eyes as well as a first look at the highly anticipated womenswear range. We were greeted with cocktails and canapés made by Artisan, DJ Pasta Paul was upstairs in the factory playing vintage vinyl and Josh Goddard from Lucky T Jackson serenaded us with an acoustic set of 60s soul.

Private White V.C. is a luxury clothing brand named after World War I Victoria Cross recipient Private Jack White. Born in Leeds in 1896, Private Jack White was only 18 years old when he signed up to the Royal Lancaster Regiment. It was saving the life of his commanding officer whilst in action that won Jack the highest and most prestigious honour to be awarded to British and Commonwealth forces. After returning from service, Jack began an apprenticeship as a trainee pattern cutter at a local factory, before he became general manager and then owner. It was here that Jack laid the foundations of the Private White brand, drawing on the Yorkshire influences that led to the company’s specialism in woollen clothing. 

Alongside company director Michael Stoll, the company is now run by Private Jack White’s great grandson James Eden, through which the company’s passion for local industry has been inherited. As a family business, Private White’s factory has been a key industrial fixture in Manchester for over 100 years. Managing director and great grandson of Jack White, James Eden, comments: ‘The legacy left by my great grandfather is one that champions quality materials, traditional methods and local industry. We have endeavoured to keep this ethos alive, and by opening up our factory space and store to the public we are not only providing a unique shopping experience, but also inviting others to celebrate British manufacturing in Manchester with us.’

Set within a building dating back to the nineteenth century, the shop celebrates the brand’s long-standing devotion to British manufacturing, incorporating basic elemental materials such as brick, leather, cast metal, wood, glass and copper that honour the industrial beginnings of both the company and Manchester.

The collection spans clothing, accessories and a new womenswear line, and is designed by creative director Nick Ashley, son of iconic fashion and interiors designer Laura Ashley. Materials are always sourced locally wherever possible, with the majority supplied by mills within the surrounding area. The Private White V.C. brand pays homage to its namesake WWI hero. The clothing line has a subtle nod to its military heritage, with many items based on classic wartime pieces, updated with added functionality and detail for the modern gentlemen. All clothing is expertly constructed by hand in the Private White V.C. Factory, Manchester, where garments are designed and developed using only the finest regionally sourced fabrics, trims and materials.

Visitors are now invited to shop by appointment at the unique high-end store, a hidden gem nestled within the streets of Salford. After being greeted by Brutus, Private White’s mascot Bulldog, guests are welcome to take a tour of the factory and experience first-hand the various stages of production, from pattern cutting to the hand-finishes or buttons and trims. "We are immensely proud to be opening the store at our Manchester factory and it is particularly poignant as it happens to be the centenary year of WWI,” says James Eden, Managing Director and great-grandson of Founder Private Jack White. “Our intention was always to go direct to the end customer and we are delighted that our supporters up north can now visit the store and factory to see our Manchester made goods in work and on display.”

I had a fabulous evening and I would urge everyone to have a tour of the factory and visit the store. It's truly beautiful and amazing. Also, I really enjoyed finding out the history of the brand and I think it's a really unique story they have. Thank you to Private White V.C. for inviting me to your factory store. 

Rachel x