N'er was a brand born of such noble circumstances. Named after Jack White - a much decorated solider who was awarded a Victoria Cross for his bravery during the First World War - "Private White V.C" is a brand new label inspired by the day to day life of Private Jack himself.
Though the brand is headed up by White's great grandson James Eden, the collection itself has been pulled together by former head of menswear at Dunhill, Nick Ashley, whose concept for the collection was focused intently on endurance - with hard-wearing moleskine trousers, pared-down white cotton shirts and heavy woolen great coats at it's core.
Though the brand has been in the pipeline for quite some time (Jack white has been gone for a good sixty years now), Private White V.C. will launch this week with a pop-up shop on London’s Lamb’s Conduit Street. The boutique will be the only place in the UK from where the debut collection will be available (which is surprising, considering that it's actually based in Manchester) and will play host to core pieces from the AW10 range - look out for the gorgeously simple waxed cotton blazer and.
Prices for blazers start from £235, with jumpers coming in at the £150 mark
The Private White V.C. pop-up show opens on Friday November 5 at 47 Lambs Conduit St, WC1N 3NG.
Words by Teo van den Broeke