Private White VC launch their very first flagship

Opening their very first flagship store this October on Mayfair's Duke Street, Luxury British label Private White VC will be bringing their sharp utilitarian designs to the new standalone shop along with a debut women's collection, launching in time for A/W14.

Spread across two levels and over 2000 square feet, the grand new showroom has been designed by creative studio No Chintz, with the project overseen by the the Creative Director, Nick Ashley, marking an exciting new era for the company.

And, following in the footsteps of the Mr Ashley's revered fashion designer mother, Laura, the brand - stocked on outlets such as Mr Porter - is not only going from strength to strength, but also championing strong values while doing so. Very proud, and quite rightly so, of its 10-mile 'sheep-to-shop' manufacturing radius (using cotton mills in Lancashire and looms in Huddersfield), a large part of Private White VC's ethos is their commitment to producing high-quality garments hand-made from British-sourced materials.

Launched only four years ago, the name was taken from founder James Eden's great-grandfather, Jack White, who worked in and then owned the very same factory in Manchester that Mr. Eden now runs. Though once known as Cottonopolis, the northern city has since experienced a painful decline in factory production thanks to cheap overseas labour, clinging on with a few high-profile clients including Paul Smith, Burberry, and Stella McCartney. But it's clear that the brand's roots remain integral to their design ethic, with its functional and working aesthetic, combined with class and luxury. And then of course there's the influence of the 54-year-old motorcyle-mad designer Ashley himself, former head of design at menswear label Dunhill, who - as well as conceding that he is his own target audience - has stated the clear intention of the range to provide stylish clothing that is guaranteed to keep the wearer warm and cozy, no matter how harsh the British weather.

So, given the onset of another undoubtedly bitter winter, the timing of the launch of Private White VC's new range and store couldn't be better.

Private White VC – Mayfair, 

Unit 1 South, 57/73 Duke Street, Mayfair, W1K 5NR

privatewhitevc.com