The Brand
Meet Private White V.C.

The Brand

Creating refined, authentic garments, lovingly handmade by our unrivalled craftsmen

Our collection of luxury casualwear exudes subtle yet sophisticated style, crafted by hand from the finest materials and trims. Quintessentially British, timeless and refined, our brand reflects our core values of quality, craftsmanship and authenticity. Championing the bold and brave for centuries in our Manchester factory, we work with only the best and most innovative fabrics, from world renowned Ventile® to our very own, internally developed Tropical Weave© cotton. Our garments are dependable and resilient, practical yet distinguished, created to endure the test of time and accompany you through life as a steadfast wardrobe companion.

Our collection of luxury casualwear exudes subtle yet sophisticated style, crafted by hand from the finest materials and trims. Quintessentially British, timeless and refined, our brand reflects our core values of quality, craftsmanship and authenticity. Championing the bold and brave for centuries in our Manchester factory, we work with only the best and most innovative fabrics, from world renowned Ventile® to our very own, internally developed Tropical Weave© cotton. Our garments are dependable and resilient, practical yet distinguished, created to endure the test of time and accompany you through life as a steadfast wardrobe companion.

"On the 27th June the same year, Private Jack White was awarded the Victoria Cross, the highest and most prestigious honour which can be bestowed on British and Commonwealth forces, for his courageous actions."

Meet Nick Ashley

Private White V.C.'s Creative Director

The collection is designed by Private White V.C.’s Creative Director, Nick, who has a long and illustrious history in the fashion industry. 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 Private Jack White’s wardrobe, as well as his passions in life; people watching, his welsh farm and motorcycle racing. Nick's ability to immerse himself in everything he does is testament to the passion that goes into his creations.

The Brand
Meet Private White V.C.

Meet Private White V.C.

Creating refined, authentic garments, lovingly handmade by our unrivalled craftsmen

A true military hero and founding father of the Manchester factory which now manufactures clothing in his name- meet Private Jack White. Jack White was born in Leeds in 1896 and was only 18 years old when he signed up to the Royal Lancaster Regiment. It was during the battle taking place on the 7th March 1917 that his unit were tasked with crossing the Dialah River, Mesopotamia. The two pontoons ahead came under heavy fire and when Private Jack White’s own had reached mid-stream, he found himself to be the only man neither injured nor dead. He bravely jumped overboard with a telephone wire tied around his waist and persevered under gunfire to pull the pontoon safely back to shore. He succeeded in saving the life of his commanding officer and the valuable equipment aboard the pontoon.

After his service, he returned to Manchester and embarked upon an apprenticeship as a trainee pattern cutter at the local factory, rising through the ranks to become General Manager and then owner. It was this very factory where Jack White served his apprenticeship after WWI and where he later became owner. During his time as owner, Jack laid the foundations of what the factory is today, bringing with him Yorkshire influences which led to the company specialising in woollen garments, rather than just the traditional Lancashire cotton raincoats and mackintoshes. Following World War II and with failing health, Jack was forced to relinquish his interest in the factory and passed away in 1949, aged 52. In 1997, the company was acquired by Jack White’s great grandchildren who as a family, more than 60 years after his untimely death, are immensely proud to be championing the virtues of the region’s garment making industry. Today, in 2017 a commemorative paving stone was laid for Jack at the Manchester Jewish Museum, where his family came together to remember him and his bravery.

"On the 27th June the same year, Private Jack White was awarded the Victoria Cross, the highest and most prestigious honour which can be bestowed on British and Commonwealth forces, for his courageous actions."

The ideals and qualities that underpin our brand

"Private White V.C. is a high integrity brand; starting with wool on a sheep, weaving it locally, carefully constructing the clothes in Manchester and selling them with love to people who care about such things. These clothes are for people who have an emotional attachment to the clothes that accompany them through life."

Nick Ashley

Meet Private Jack White

A true military hero and founding father of the Manchester factory which now manufactures clothing in his name- meet Private Jack White.

Jack White was born in Leeds in 1896 and was only 18 years old when he signed up to the Royal Lancaster Regiment. It was during the battle taking place on the 7th March 1917 that his unit were tasked with crossing the Dialah River, Mesopotamia. The two pontoons ahead came under heavy fire and when Private Jack White’s own had reached mid-stream, he found himself to be the only man neither injured nor dead. He bravely jumped overboard with a telephone wire tied around his waist and persevered under gunfire to pull the pontoon safely back to shore. He succeeded in saving the life of his commanding officer and the valuable equipment aboard the pontoon.

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