The boss of Manchester luxury clothing brand Private White V.C. has defended its commitment to British craftsmanship after the company’s garments became the focus of national headlines about Prime Minister Andy Burnham’s wardrobe.
The Salford-based manufacturer found itself thrust into a political row after several national newspapers highlighted the cost of clothing worn by Burnham during his first days in Downing Street, questioning whether expensive designer garments sat comfortably alongside his “man of the people” image.
Among the items singled out was an £80 Private White V.C. T-shirt, while other reports estimated the cost of outfits including the brand’s jackets and polo shirts.
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Now James Eden, CEO of Private White V.C., has responded directly in a LinkedIn post, arguing that the debate had overlooked what the company actually stands for.
“Over the weekend there was plenty written about one of our customers and the clothes he chooses to wear,” he wrote. “It reminded me how easily the real story can be lost. At Private White V.C., we don’t set out to make expensive clothing. We set out to make exceptional clothing, without compromise.
“Every garment represents hundreds of decisions… the cloth we choose, the people who cut it, the hands that stitch it and the time taken to get every detail right. People don’t buy our clothing because it’s expensive. It’s expensive because we choose to make it properly.”
Founded in 2007, Private White V.C. operates from a 173-year-old factory in Salford and takes its name from Private Jack White, who was awarded the Victoria Cross during the First World War. The business is known for producing premium outerwear and knitwear in the UK, with garments worn by celebrities including David Beckham, Tom Hardy, Cillian Murphy and Liam Gallagher.
Eden said customers were investing in British manufacturing and skilled craftsmanship rather than simply buying premium-priced clothing.
“When someone chooses to wear one of our garments, they’re not simply buying a coat,” he wrote. “They’re supporting skilled craftspeople, preserving traditional British manufacturing and investing in clothing designed to last for decades, not days.
“Our ambition has never been to make clothing for a day, or even a single occasion. It’s to make clothing you’ll wear, cherish, repair and one day hand down.”
While Burnham’s choice of clothing has generated widespread political debate, Eden was keen to distance the company from that discussion.
“Politics isn’t my business,” he said. “Craftsmanship is. Long after today’s headlines have faded, we’ll still be here in our Manchester factory, quietly making clothes without compromise, just as we always have.”
