Private White V.C. takes its name from the decorated WW1 hero Private Jack White. Drawing inspiration from the all-action life of its namesake, PWVC produces classic, timeless clothing with military and functional characteristics.
Taking the best items of clothing from the 20th century, Private White V.C. expertly evolves its designs to create something new for the modern man.
Still based in the hard-working industrial heart of Manchester, Private White V.C. keep production close, with all garments constructed in their factory, using locally sourced fabrics wherever possible.
On design duties is Nick Ashley, who utilises a lifetime of experience garnered from spells with Kenzo, Tods and Dunhill, not to mention the creativity in his family’s DNA. His mother is the celebrated interior designer Laura Ashley.
If you appreciate great design, a keen eye for quality and a Boy’s Own background, Private White V.C. ticks all boxes.
SS17 has just landed at The Sporting Lodge, we hope you like the new range as much as we do!
When it comes to truly authentic outdoor brands there can be few brands credentials as impressive as the Swedish label Fjällräven. Their origins can be traced back to 1950 when founder Åke Nordin was a 14 year old boy-scout and took issue with the uncomfortable backpacks of the time. Being a practical type he decided to do something about this problem and in a lodge adjoining the family’s holiday home he made a wooden frame and fastened a cotton bag to it that he’d sewn together using leather straps. The new design worked a treat as it distributed the load across his back and increased the ventilation between back and the backpack. Allowing for a more comfortable fit, enabling heavier loads to be carried and heralding the start of something special.
After leaving the scouts Åke went on to do his military service at the newly founded and extremely demanding FJS Parachute Ranger School in Karlsborg. It was during his time there that he discovered that even the equipment used by the most elite unit in the country was not fit for purpose. Recognising that there was clearly a market for functional and hard-wearing outdoor equipment, Åke set up his own company in 1960.
The first registered Fjällräven office was the family’s one-room flat just outside Örnsköldsvik. Whilst the workshop was situated down in the cellar and is where the first backpacks with aluminium frames were created. They were gradually followed by the condensation-free, lightweight tents, functional outdoor clothing and revolutionary sleeping bags that would come to be loved by a growing corps of outdoor enthusiasts the world over.
Though now a global company with many employees Fjällräven continue to be a brand with a love of the great outdoors still very much at it’s heart. Which is why they remain completely committed to continually developing their high quality products whilst also promoting the outdoor life and acting responsibly towards wildlife and nature.
View Fjallraven’s fantastic outdoor range at The Sporting Lodge.