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Onstate adds heritage menswear brand Private White VC to its ecommerce portfolio


Leeds ecommerce agency Onstate has added Manchester’s Private White V.C to its growing portfolio of heritage brands.

The menswear brand is looking to increase its presence online by partnering with Onstate to review the design of its site in conjunction with improving conversion rates and sales, while also reinforcing its authenticity.

Private White V.C. is a Manchester-based manufacturer of luxury menswear. The company handmakes all of its garments on the banks of the River Irwell and considers itself “the last remaining factory in the world’s first industrial city.”

Having already re-launched legacy brands such as Ronald Abram, Crockett & Jones and ISSEY MIYAKE on their first foray into ecommerce, Private White was the perfect fit for Onstate.

Onstate co-founder Rich Day said: “Private White is a great example of the type of business and people we want to work with. They have a story to tell and they’re passionate about it. When ambitions and attitudes are aligned, it makes for a more enjoyable project for both parties. We love the Private White story as well as their products and we can’t wait to make more of it.”

Private White’s spirit is steeped in tradition. While the “last remaining factory” in Cottonopolis claim on its website may be a bold one, the brand is certainly proud of Manchester’s garment making history, and itself dates back to 1853.

In that time it has dressed presidents, rock stars, and supplied allies forces with trench coats and parkas in both world wars. At the same time Private White embraces its future through innovation, dedication and imagination.

Day added: “Initial discussions have been very positive. There are lots of ideas floating around, some for further down the line, but there are also some ways of enhancing their current ecommerce offering from the get-go.”

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