The inspiration for this seasons collection comes from riding a dirt bike in Baja Mexico explains Nick Ashley, Private White V.C.’s Creative Director.
He goes on to say: ‘I came across a glorious old truck behind a refuel point. And was suddenly taken back to the desert rats of North Africa & how they had to stay cool but still look smart with bullets flying over their heads & dust everywhere.’


Nick also states: ‘I have always liked the military cotton tropical weave, well ventilated & made up in great practical colours but nobody weaves it anymore.


I gave a sample to our cotton mill & they reproduced it perfectly. The fabric forms the backbone of our collection. For Spring/Summer 16 we are offering a traditional British look through a range of super light weight ventilated cottons & a splash of linen.


Most outfits have interchangeable components, shorts & tops, all can be thrown in a washing machine at the end of the day & will improve with every wear & wash’

If you’ve not visited it already, their Mayfair store represents their rich history in a modern, polished setting. Making use of rustic fittings from their Manchester factory, fused with stunning visuals like hanging mannequins and in-store multimedia.


The new flagship presents an engaging luxury shopping environment, spanning two levels and sits on prestigious Duke Street. It’s definitely worth popping in store to see their full collection.

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