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Private White V.C. was founded by the great-grandson of war hero Private Jack White, who was awarded the highest military honour, the Victoria Cross in WW1. Steered by the creative eye of Nick Ashley, son of Laura, Private White V.C. focuses on creating luxury clothing handmade in a traditional way using the finest locally-sourced components.


After returning from the First World War, Private Jack White began working as a trainee pattern cutter in the factory that would later bear his name.

Private White V.C. has a reputation for refined yet practical outerwear, influenced by the history of it’s namesake. Each stage of the production process happens in the same Manchester factory, a rarity in the UK. Also at the forefront of innovation, Private White V.C. uses fabrics like Ventile, a lightweight fabric which becomes water-resistant in rain, combining style with versatility. Every garment passes through 21 pairs of hands before it’s ready to leave the factory, with each craftsman paying the greatest attention to detail, including the all-important final inspection.

So proud are Private White VC of their British heritage, that every coat button is stamped with ‘Made in Manchester’.

The Private White V.C. factory has been open for 100 years, based in the historic textile area of Salford, Manchester. As the only surviving factory from the ‘Cottonopolis’ era, it has a dominating stance on the banks of River Irwell.

With this amount of history, it’s unsurprising that Private White V.C. boasts a passionate local workforce. Many of the team has worked in the factory for decades, honing the skills which distinguishes the luxury British brand.

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