Inside the Factory of Private White V.C.
A trip to Manchester
On a nondescript street in an area outside the center of Manchester, England, there was a red door. This red door had been there since the 1850s, and I was looking for it. As my taxi made its way through the streets of Manchester, my excitement and anticipation were palpable.
Manchester was once the industrial capital of the world; it was dubbed "Cottonopolis" because of the amount of cotton and clothing this region produced for nearly two hundred years. It was the center of cotton production in the world. Today, a once bustling area of manufacturing and factories has been reduced to only one factory, belonging to Private White V.C., and I was about to walk through their front (red) door.
Private White V.C. is a luxury menswear business based in Manchester, England. They operate from a factory built in 1853, where every clothing item is made and meticulously crafted. In late October, I had the pleasure of meeting with James Eden, Private White V.C.'s founder, and Private Jack White's great-grandson. They specialize in outerwear, coats, jackets, blazers, knitwear, and rainwear—and their quality is exceptional.
After a career in finance in London, about 15 years ago, James decided he wanted a change, so he bought the family business and moved to Manchester. His love for the brand, its history, and the product was evident within seconds of meeting him.
In 2024, it is incredibly rare to have a clothing business where everything is made under one roof, which makes Private White V.C. unique. It was a fascinating afternoon and an absolute pleasure to see the meticulous process of making some gorgeous garments, from the fabric cutting to the final stitching. James walked me through the entire process. I loved that each room had a different purpose and a distinct look and feel.
They work top to bottom, with the first steps of the process starting at the top floor, and with each step of the process complete, they go down a level so that the product is finished on the ground floor. It is a simple and efficient detail that I liked.
On the top floor, the fabric is the cutting room. All fabric is cut on hand based on patterns, either in their enormous archive or if a new pattern needs to be established, they work on it downstairs.
The third floor is where all the sewing takes place. A stark contrast to the quiet, serene cutting room; upon opening the door, there was a flurry of activity. There seemed to be a permanent cloud of steam coming up from all the steamers in use; dozens of folks were fastidiously working on sewing machines, sewing everything from arms together to zippers. I loved it.
The next floor down was final assembly and quality control. Racks of finished garments were there, awaiting final inspection before being sent out alongside the famous red door. Behind the famous red door is a small retail area where customers are invited to come in and try on some clothes. James eloquently describes all of this in my latest video, which I'm thrilled to announce.
Private White V.C. makes an incredible product, all hand-done within the factory's four walls. Don't just take my word for it; even David Beckham visited them a few years ago.
The halls are lined with photos of the most fashionable celebrities donning Private White over the years—Tom Hardy, Ethan Hawke, Liam Gallagher, and Michael Caine, to name a few. It's a testament to the brand's timeless appeal and quality. Private White’s history dates further back, with Elvis Presley, James Dean, Steve McQueen, and Marlon Brando all being lovers of the brand. And if you look closely enough in the hallways that line the factory, you might even see a letter from a former Prime Minister who was a fan.
One of my favorite brand details is a subtle one—the copper finishes of buttons and zippers. It's a beautiful design choice, but it also holds meaning. The story goes, in the middle of battle, Private White saw his fellow soldiers in the water about to drown as the result of an explosion. He grabbed the first thing he could find, which happened to be a copper wire, and was able to save all of them. For this, he was awarded the Victoria Cross (V.C.), the highest and most prestigious medal that could be awarded to British Soldiers. It is awarded for bravery "in the presence of the enemy." As a homage to this, James carries on the tradition of the copper line with the details on Private White V.C.’s garments.
If you find yourself in Manchester, look for the red door, and if you find it, I’ll guarantee you’ll be walking out with a new jacket. Until then, watch my video below—it might make you want to book a trip!
