Private White V.C., the Salford-based luxury clothing brand worn by Prime Minister Andy Burnham, has responded after Burnham faced criticism for wearing its designer items. The brand, which operates from a 173-year-old factory in Salford, makes hand-cut coats, knitwear and jackets. It takes its name from Private Jack White, who earned the Victoria Cross in 1917, and is run by his great-grandson James Eden.
Criticism over Burnham's wardrobe costs
The Daily Mail estimated that one of Burnham's outfits—a £695 jacket, £80 T-shirt and £295 jeans—contradicted his 'man of the people' image. Another article claimed the £80 T-shirt cost 'more than he cut electricity bills by'. Social media users defended the Prime Minister, highlighting the brand's durability and traditional manufacturing.
In a viral thread, user @dieworkwear wrote: “I know nothing about Burnham or his politics. But I see nothing wrong with the former mayor of Manchester wearing clothes from one of the last factories trying to keep a regional manufacturing tradition alive and employing skilled garment workers at fair wages in the process.”
Brand founder James Eden speaks out on LinkedIn
Eden posted a copy of the Daily Mail front page on LinkedIn, addressing the controversy. He wrote: “Over the weekend there was plenty written about one of our customers and the clothes he chooses to wear. It reminded me how easily the real story can be lost. At Private White V.C., we don’t set out to make expensive clothing. We set out to make exceptional clothing, without compromise.
“Every garment represents hundreds of decisions… the cloth we choose, the people who cut it, the hands that stitch it and the time taken to get every detail right. People don’t buy our clothing because it’s expensive. It’s expensive because we choose to make it properly.
“When someone chooses to wear one of our garments, they’re not simply buying a coat. They’re supporting skilled craftspeople, preserving traditional British manufacturing and investing in clothing designed to last for decades, not days.
“Our ambition has never been to make clothing for a day, or even a single occasion. It’s to make clothing you’ll wear, cherish, repair and one day hand down.
“Politics isn’t my business. Craftsmanship is. Long after today’s headlines have faded, we’ll still be here in our Manchester factory, quietly making clothes without compromise, just as we always have.”
Customer support
The post received positive responses from customers. One commented: “A jacket that costs £695 and lasts a lifetime is not expensive. It’s looking good and common sense.” Another said: “The annual cost of buying your product given its longevity is much lower than alternatives and the local economic impact is much higher given the job creation. Double win. So it feels like a different story needs to be told.”
