James Eden, the founder of Private White VC, a Manchester-based men's clothier, finds himself in a peculiar predicament. His company, with its rich history dating back to the 1940s, has been thrust into the spotlight due to its association with Prime Minister Andy Burnham. While one might expect celebration for such an opportunity, Eden's situation is far from ordinary.
The media frenzy began when Burnham, known for his down-to-earth persona, was seen wearing designer clothes, including an £80 T-shirt, sparking outrage. The Daily Mail's front-page story labeled Burnham a 'man of the people' despite his expensive wardrobe, leading to a wave of online hate. Eden, a proud advocate of British manufacturing, is not one to shy away from controversy.
He passionately argues that a British PM should promote British goods, emphasizing the importance of local craftsmanship and quality. His company, Private White VC, is a testament to this, with every piece designed, cut, and stitched in a 173-year-old Manchester mill. The brand's focus on handcrafted items and local suppliers sets it apart, even if it means higher prices.
Burnham's waterproof Harrington jacket, for instance, retails for £695, while his 'marine' jeans cost £295. Eden justifies these prices by highlighting the use of the best weavers and finishers, paying his workers an average of £20 per hour, and maintaining a long-term commitment to quality. He argues that the widespread acceptance of fast fashion and super-low prices has distorted the perception of value in clothing.
To illustrate the economic impact, Eden breaks down the costs of a £850 jacket, showing that 99% of the price stays within the UK economy. His commitment to local suppliers and employees is evident, with every photographer, stylist, and customer service team member based in Manchester. This focus on local talent and craftsmanship is a stark contrast to the fast fashion industry's impact on jobs and the economy.
The fashion industry, according to Eden, has suffered due to the dominance of fast fashion and the loss of retail jobs. He suggests that allocating a portion of defense and NHS apparel-making to UK manufacturers could be a significant win for the industry. During the pandemic, Eden's factory was awarded a PPE contract, allowing him to hire extra staff and repurpose equipment for jersey collections.
Despite the media scrutiny, Eden remains apolitical, advocating for British-made products and local businesses. He has attracted high-profile customers like David Beckham, Liam Gallagher, Eddie Redmayne, and Tom Hardy, who appreciate the brand's commitment to quality and tradition. Eden's rule of no complimentary pieces, even for the Prime Minister, reflects his belief in the value of his products and the importance of respecting the hard work behind them.
In a world where fast fashion reigns, Eden's stance on quality, craftsmanship, and local production is a refreshing reminder of the importance of supporting British manufacturing. His story highlights the power of personal values and the impact they can have on an industry, even in the face of media scrutiny and public backlash.
