This looks quite splendid, with more than a passing interest in the heroic folk of The Great War, and good old fashioned menswear, the two married together seems a winner for me.
P.W.V.C. Private White VC - a contemporary menswear label based on the wardrobe of Private Jack White, a decorated First World War veteran who received the Victoria Cross for bravery. Who went on to work in the menswear industry in Manchester for over 30 years, starting out as a pattern cutter. 'Britain's bravest manufacturer' has a great ring to it.