private white v.c. is a heritage-style apparel brand based in manchester. taking its name from british war hero jack white [1896-1949], its aesthetic lightly nods his military style, with distinct contemporary elements blended in. the brand has recently opened a seecond outpost in london, and this time opting for the upscale shopping grounds of mayfair. the store is situated on the ground floor of a 19th-century red brick building and measures a spacious 2,000 sq.ft. [186 sqm.] spread over two floors. local design practice nochintz was enlisted once again to design the store interior, and they've come up with a setting that playfully pairs raw and utilitarian elements, referencing private white v.c.'s factory up north, with classic custom-made fixtures that instantly connect with the leafy neighbourhood vibe. built-in tv screens add a distinct modern touch to the design. the new store carries the brand's full range of men's and women's apparel, footwear, accessories and cosemtics. location: 73 duke street [mayfair].