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Luxury British label Private White V.C. recently opened the doors at its new flagship store on Mayfair’s Duke Street.

The choice of Duke Street in North Mayfair reaffirms the brand’s values and positioning as well as supporting a growing area of fashion retail in the capital, where Jigsaw Duke Street Emporium and tailoring label E.Tautz have recently launched stores.

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Private White V.C. commissioned design agency No Chintz with the new store fit after working with them on the Manchester Factory and Lamb’s Conduit Street, London stores. With the direction of Nick Ashley, the brand’s Creative Director, the store makes use of rustic fittings from the Manchester factory, fused with engaging visuals like hanging mannequins and hidden TV screens.

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The Private White V.C. clothing range is manufactured at its very own factory, nestled in the heart of Manchester. The factory is currently run and managed by World War I Victoria Cross recipient Private Jack White’s great grandchildren who all share his undying love, passion and dedication to both the British and local textiles industry.

The brand utilises the finest British materials and craftsmanship, sourcing fabrics from local mills and employing traditional manual production techniques. The collection is designed by Nick Ashley, former head of Dunhill menswear and son of interior designer, Laura Ashley.

Private White V.C  (73 Duke Street, Mayfair, London, W1K 5NR)