Private White VC, a Manchester-based tailor that has seen increased attention after it was revealed that Prime Minister Andy Burnham is a client, will open a new branch on London's Savile Row in October. The firm previously operated a London outpost but withdrew during the pandemic.
James Eden, founder of Private White VC, confirmed the upcoming Mayfair opening. The company is named after Eden's great-grandfather, who received the Victoria Cross. The brand is based in a 173-year-old mill in Salford, where its clothing is designed, cut, and stitched using locally sourced materials.
Eden stated that the firm experienced a "Burnham bounce," with website traffic doubling in the two weeks following reports of the Prime Minister's patronage. Burnham, a long-time customer, has visited the Salford factory for fittings, though most orders are placed online by international buyers.
"Our big challenge is brand awareness. We're Manchester's best-kept secret, with more known about our business in Munich and Manhattan," Eden said. The company aims to increase its visibility, particularly among overseas consumers.
Private White VC's client roster also includes notable figures such as Sir David Beckham, the King of Spain, Robert De Niro, and Daniel Craig. Eden described a typical client as "a man of commerce, well read and informed" who values high-quality, British-made products and is willing to pay a fair price for them. He emphasized the importance of craftsmanship, noting that it is increasingly rare.
Addressing the public discussion surrounding the cost of Burnham's wardrobe, Eden commented, "Whatever your political views, it's surely great when British-made products, British skills and British manufacturing are showcased on the international stage."