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The Private White V.C. brand pays homage to its namesake WWI hero; Private Jack White. Nestled in the heart of Manchester, the Private White factory is manufacturing handcrafted garments for over a century.

White is one of only 2 humans who were honored with the Victorian Cross (V.C.) during lifetime. For his heroic being in WWI and his humanitarian engagement the Empire donated White with this exceptional award.

Timewise, Jack White was the great-grandfather of todays Private White owner James Eden.

The clothing line has a subtle nod to Jack’s military legacy, updated with added functionality and detail for the modern man.

All clothing is expertly constructed by hand in the Private White V.C. Factory, Manchester. 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 wool- and cottonmills in the surrounding area. Private White V.C. and the mills both have a long history together, holding a trading relationship with the factory since Jack White’s days.

The collection is designed by Nick Ashley, Private White V.C.’s Creative Director. Nick has a long and illustrious history in the fashion industry, having worked for some of the most renowned names. The son of Laura Ashley, the renowned fashion and interiors designer, Nick was immersed in design and creativity from an early age so it was little wonder that he should follow in his mother’s footsteps.

Nick’s designs are influenced by classic military garments, as well as his passion for motorcycle and car racing. Nick's unique ability to immerse himself in everything he does, what testaments the passion that signs his creations. His long-standing love of history and the Private White V.C. story is the perfect inducement to unleash his inspiration.

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