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Ones to watch: The best new fashion and grooming brands to know this season

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Private White VC

Whether you're nipping across to the Med on your private jet or heading to one of the best lunch spots in the Caribbean, arriving to find yourself wearing the same designers as everyone else on the dock won't do. Stay ahead of the sartorial curve with our pick of the best up-and-coming fashion and grooming brands to know this season.

Private White VC

The north of England was once a fashion powerhouse, with factories in cities such as Manchester and Leeds exporting clothes around the world. By the end of the 20th century those factories had all but disappeared. One survivor was Cooper & Stollbrand, in Salford, Manchester, that produced garments for Aquascutum, Burberry – even Virgin Atlantic – and it was here that Private White VC was born.

Jack White was the grandfather of the founder of Cooper & Stollbrand and a previous owner of the factory. In 2008 his great-grandson James Eden realised that making garments for third parties was a mug’s game so he decided to produce for himself.

His great-grandfather had won the Victoria Cross in 1917 in the Middle East and in his honour Eden named the new label Private White VC. One of his first moves was to recruit Nick Ashley – formerly of Kenzo and Tod’s, and the son of Laura – as creative director. Ashley’s aesthetic – a sharp take on utilitarian – has been a hit. Today the label’s store in London’s Mayfair is a destination for men who want to look good without taking risks.

Visit privatewhitevc.com

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