The New Heritage: Private White V.C.

When most men think of heritage clothing they imagine brands with a certain degree of authenticity and a significant history. For early adopters the heritage trend may be (on its way to) passé but many century-old brands are going from strength to strength and the heritage movement now includes new lines that emphasize traditional craftsmanship with vintage design elements. These “new heritage” brands may lack the history of the originals but they recognize the importance of the design, sourcing and production process and the role these elements play in making the all-important emotional connection with the customer.

Private White V.C. is a “new heritage” brand with significant history and compelling backstory. Founded in 2007 by James Eden the line is named after his great-grandfather, Jack White, and designed by Nick Ashley, formerly head of menswear at Dunhill. The family owned firm produces classic menswear with modern proportions using locally sourced materials in its own factory in Manchester, England. The outerwear heavy collection has a distinct military influence and takes inspiration directly from Jack White’s own wardrobe. Many of the designs are based on patterns from the factory’s archive, making the pieces both nostalgic and current.

In 1917 Jack White was awarded the Victoria Cross for acts of bravery in World War I. The Victoria Cross is the highest military honor awarded to British and Commonwealth forces for “valour in the face of the enemy.” Since its introduction in 1856 the medal has been awarded to only 1,353 individuals. After the war Jack White V.C. returned to Manchester, England and began an apprenticeship in a local raincoat factory. White eventually became the General Manager and then the owner of the Cooper & Stollbrand facility, the same facility that produces the Private White V.C. line today under the stewardship of his great-grandchildren.

With an emphasis on quality, craftsmanship and heritage these clothes are the antithesis of throwaway chic.

Learn more about the history of the brand and shop the collection at privatewhitevc.com.

Private White V.C. is also available at C.H.C.M and Mr Porter