A true European Collaboration – Private White V.C. and Lori Piano

Private White V.C. is a Great British is every way, shape and form. A true heritage range based on the on the everyday wardrobe of Private Jack White.  The VC part of the moniker is after the Victoria Cross which was awarded to Jack at the tender age of 20 for outstanding bravery under intense enemy fire during World War I. The clothing line has a subtle nod to Jack’s military legacy, with many items based on classic wartime pieces, updated with added functionality and detail for the modern man.

After returning from the killing fields of the Great War, he undertook an apprenticeship with a local outerwear factory, Cooper & Stollbrand, which is where to this very day his Great grandson, James Eden and his business partner Nick Ashley, yes as in Laura Ashley, his Mother, produce the collection inspired by the clothing White wore in his daily life, items he customised to suit his everyday activities .

All clothing is expertly constructed by hand in the Private White V.C. Factory in Manchester, where garments are designed and developed using only the finest regionally sourced fabrics, trims and materials.

Materials are sourced locally where possible with the majority of cloth being supplied from the mills in the surrounding area. These too have a wealth of history behind them.

Almost twelve months ago Eden pledged, quite publicly, that the brand were going to shy away from conventional retailing, embrace price transparency and staunchly continue to develop and grow their own factory nestled in the heart of Manchester. A bold declaration in the face of unprecedented levels of change and upheaval across technology, politics and consumer behaviour.

Since May 2018, the business is thriving and they have enjoyed record sales, shipped to over 50 countries and last month was their best-ever April (up almost 700% on the previous year).

This season the luxury brand have produced a collaborative collection they are very proud of. Crafted in their very own Manchester Factory by their highly skilled team this collection is created with fabric develop in partnership with Loro Piana, the universally revered cloth and cashmere specialist synonymous with luxury and unrivalled quality and performance. A match made in sartorial heaven. Each piece in the collection is a highly limited edition of 50.


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