The first stop on my London Collections: Men tour was luxury clothing brand Private White V.C.’s stunning flagship store in Mayfair to preview their Spring/Summer ’17 collection – Informal Luxury for the Contemporary Traveller.
The nomadic lifestyle of the contemporary summer traveller was Creative Director Nick Ashley’s inspiration when designing the collection, and the travel theme soon became apparent at the presentation, with models carrying boarding passes whilst the lower floor of the flagship store was transformed into a boarding gate.
All of Private White V.C.’s clothing is expertly constructed by hand in their factory in Manchester using only the finest regionally sourced fabrics and materials. For SS17, core products such as the Travel Blazer and Travel Trousers are joined by new styles, including a jacket based on traditional shooting attire crafted from Ventile® – an entirely natural product densely woven from 100% cotton that offers a unique level of comfort, look and feel as well as being waterproof, windproof, highly breathable and very durable.
The brand’s iconic Trench coats, Harrington jackets and Macs have all been continued in an earthy colour palette of sand, mud and olive mixed with crisp marine blues and navy.
These collection staples are supplemented by expanded shirting and trouser ranges. New loose-fit shirts feature alongside the popular Plain Collar and Grandad shirts, while slim fit chinos have been joined by both wide-leg and high-waisted trousers.
The new collection also includes a capsule range of Ventile® accessories, as well as a cashmere sweater collection and expanded jersey wear range.
Speaking of the newest collection, Nick Ashley said:
“I’m a people watcher, my job is to watch how people evolve and how clothes need to develop to keep up with the changes. I am obsessed with the art of removing all stuffiness out of British clothing. In summer especially, Brits really struggle with the concept of wearing lighter clothing for the warmer weather. Italians and other better acclimatised nations have nailed it forever, so I thought it was about time that we took a lead from our more fortunate friends and make ourselves a lot more comfortable.”