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002 – James Eden, Private White V.C. – Why I’m boycotting Black Friday

How do UK manufacturers and brands compete with huge overseas factories and the likes of Black Friday discounting?

In this episode I conduct a ‘no holds barred’ interview with James Eden, owner of Private White V.C.
James tells me how he’s turned a clothing factory that solely manufactured for other brands, into one that makes 9o% own-brand luxury clothing sold direct to the customer.

Find out how (and why) James took on this challenge, and his unique costing policies which have helped his business stand out in the crowd.


  • The history behind the Private White V.C. brand
  • Why James decided to switch his factories production from solely manufacturing for other brands to launching his own label
  • Advice he’d give to other manufacturers that want to launch their own brand
  • The challenges the factory faced when supplying big brands and retailers
  • The pros and cons of selling wholesale
  • How he’s flipped his pricing strategy on its head and the reaction that it’s had with their customers
  • His decision to offer transparent costings
  • Why good design is so important
  • His thoughts on Black Friday – “zero discount on everything”
  • How to build a loyal customer base
  • His initiatives to recruit and develop staff and skills

Subscribe to this podcast – and support UK manufacturing 🙂

About James Eden and Private White V.C.

Website: privatewhitevc.com

Factory & Shop:

Cottenham House
1 Cottenham Lane
M3 7LJ

Factory Tour

James Eden’s Linkedin Post about Black Friday

More Make it British

Website: makeitbritish.co.uk

Linkedin: linkedin.com/in/katehills

Instagram: @makeitbritish

Twitter: @makeitbritish

Facebook: facebook.com/makeitbritish

Our Trade Show

Business Design Centre, London N1


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Comment on this episode


  1. Rachel Kenyon on November 20, 2018 at 10:20 am

    great to hear such a basic common sense and inspiring story:)

  2. Joel Chudleigh on November 21, 2018 at 5:32 am

    Hi Kate/James

    Thank you for putting this podcast together. I really enjoyed listening to it.

    At Made to Last we have a very similar philosophy so hearing this really got me excited and motivated to keep pushing forward. We have also been boycotting Black Friday for the past few years by doing absolutely nothing to our prices.

    Hopefully more companies will follow suit in years to come because I think that consumers are tired of all of the bulls**t and just want to be treated fairly.

    I wish you all the best for the future with Private White – the clothes look fantastic and the repair service is an excellent touch.


  3. Emma-Jane Adam on November 22, 2018 at 12:02 pm

    This is brilliant, thank you. We met Nick at The Campaign for Wool event last month and listening to this podcast has cemented our view on our Black Friday strategy – i.e. we dont have one! Emma x

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