NoChintz We are a creative studio
Focused on interior design and branding

Private White V.C


Private White V.C

We recently completed our latest retail project on behalf of iconic menswear brand Private White V.C.

We were appointed by Private White V.C late last year with a brief to create a new bespoke interior design for the brand’s new store within the existing factory.

Natalie Gray, NoChintz Creative Director said: “This is an iconic brand and one I am truly proud to have worked with. The end result is very much what we and the client had in mind.”

We hinged the designs on the client’s Mancunian roots, the main focus is on the calibre of the Private White product and garments are displayed around the new store in museum style cabinets.

Through identifying the heritage associated with Private White, we were able to incorporate this into the designs. The business was established by Private Jack White shortly after his return from the First World War and the factory has been manufacturing clothes ever since. The decorated military man received the Victoria Cross and this, as well as many other brand milestones, is depicted on bespoke wallpaper that we had designed; a cartoon montage that tells the story of the brand along the walls of the new store.

We made use of some of the existing factory equipment such as haberdashery units and a reupholstered trouser press, which are all on display.

Private White is a brand that’s proud of its British roots, so we ensured that we celebrated the best of British talent in the design. All of the lighting for example is bespoke made in the UK. There’s an extra special nod too to Private White’s detailing; we adopted the same copper for the lighting that’s found on the buttons and zips on their garments

James Eden from Private White said: “We are delighted with the completed concepts and would like to thank the NoChintz team for its understanding of our brand and the depth behind our business. There’s no denying how well that heritage has been conveyed – nor has it been done at the expense of o