It feels a bit like a cliche to begin by referring to the weather but now is really rugged autumn weather here to stay. A good way to protect themselves from the rain when the whip is through good outerwear. The optimum is when there is a good balance between style and function. Today’s text will therefore be about Private White V. C; a company that delivers the perfect combination of both these aspects.
Regular readers here on the Manolo has by now understood that we have a certain fondness for the genuine and vägjorda, where there is a long history, a great craftsmanship and a healthy dose of nörderi.
Private White V. C is a company that has all this. But first a historical flashback. The company really began with the war hero Jack White survived World War I and moved home to Manchester. Where he started as an apprentice and pattern Designer in the textile factory Cooper & Stollbrand. Jack White made a career in the firm and ended up as President and owner of the whole factory. He walked sadly away relatively early and the factory was run by the family. Up until a few years ago, the factory only manufactured clothing and especially outer garments for other well-known brands such as Burberry, Stella McCartney, Paul Smith and Harrods school clothes to name a few. In recent years, more and more companies and brands moved production to low-wage countries which made that Cooper & Stollbrand who kept hard at his craft and “Made in England”-history, lost several customers and hit hard financially.
2009, James Eden his job as investment banks in London and bought the bleeding the company of his godfather Mike Stoll, who wanted to retire.James felt that the banking industry was not for him and he wanted to take on the factory as Jack White, his great-grandfather, once ran. He renamed the factory and created the brand Private White v. C after his great-grandfather.
The private brand launched dress jacket for men in 2011 and have since grown gradually and been very well received by the market. You could say that their style is the everyday clothing of the highest quality with a focus on materials and craftsmanship available in the factory. The inspiration for the style comes from the military clothes and working clothes worn by Jack White and people during his time. The mark also derives inspiration from the venerable British manufakturtraditionen.
The story is an important part of the company.
Responsible for design today is Nick Ashley; son of the famous Laura Ashley, and former Chief Designer of, among other things, Dunhill. Nick talks about the importance of timeless style and functionality in their work with the brand’s clothes.
James Eden emphasizes also the importance of the company’s roots. They operate today in the same factory as his ancestor did. A large part of the staff have been working with them for their entire lives. All designs are created with them and cut by hand. In the next step, all hand-sewn garments on sewing machines in the factory in exactly the same way as for 50-60 years ago. James and Nick are careful to stress the importance of it is a completely British product that they perform. Even fabric and wool used come from small British manufacturers. Their signaturtyg, a tätvävt cotton fabric that is highly water resistant and suitable for outer garments will also be it from just outside Manchester and firm Manil39 ‘s of Dolphright on the border between Lancashire and Yorkshire. These, in turn, takes the material woven from the other side of the Valley and Gledhill’s. Something Jack White, a true Yorkshire-man, probably would have been very proud.
As a little interesting curiosities can be mentioned that the last year did a collaboration with Drake’s London. It was as if a workwear jacket in rough cotton with outside pockets and a silk lining in the same material as the Drakes fine ties.
Private White V. C x Dragon’s London.
Today, James Eden turned the company into profitable again and they have opened two stores in London, a couple in Japan as well as a pop-up store in New York. They are sold at several carefully selected boutiques and department stores worldwide. In Sweden, there are those in Tweed and Country sports in Stockholm.
Raincoat from the company of Tweed Country Sports.
Functional jacket for a casual casual wear.
One reason that the company is now doing well and also is expected to continue to grow, the demand for a kind of authenticity as consumers increasingly demand. It is a classic and timeless product with high functionality that is manufactured in a good way. The quality is high and the garments are expected to be able to hang with the owner over a long period of time. The genuine and the tradition and authenticity as the brand conveys a lot as we are addressed by.
Hope more in Sweden may open their eyes to this brand and more stores choose to take it in and that availability increases.