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SPOTLIGHT | Private White V.C.

The Private White V.C. brand pays homage to its namesake WWI hero; Private Jack White. The clothing line has a subtle nod to Jack’s military legacy, with many items based on classic wartime pieces, updated with added functionality and detail for the modern man.
Private White V.C.


Designer Nick Ashley, son of renowned businesswoman and fashion designer Laura Ashley, is Private White V.C.’s Creative Director. He has had a long and illustrious career in the fashion industry; having worked for Kenzo, Tod's of Italy and Dunhill amongst others. Nick has designed durable and tough clothing to suit his lifestyle of off-road motorbiking and rebuilding engines. In fact, he would be Private White’s ideal client.
"The company purposely seeks materials that are responsibly sourced; breaking away from the mould of labour-exploitive industry practices."
 Private White V.C. is also socially conscious. The ethically sourced, British-made clothes are growing in popularity at a time where socially-conscious consumers are taking note. The company purposely seeks materials that are responsibly sourced; breaking away from the mould of labour-exploitive industry practices.

Private White has created a brand with a luxurious aesthetic and price points varying with the materials.

Visit the Helm in-store or on the website to shop the collection today. 

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