Luxury menswear brand Private White V.C. unveils STEADFAST, its Spring Summer 2026 collection and one of the most considered chapters in the brand’s century-long history of British craft. Rooted in the discipline that shaped its origins and informed by over 100 years of purpose, precision and resilience, STEADFAST draws a clear line from service to modern uniform. The campaign was photographed at Heugh Battery on the Hartlepool coastline – the first place on British soil attacked during the First World War on 16 December 1914. The site remains a monument to endurance. In Manchester, so too stands Private White V.C.’s factory – the last remaining coat maker in a city once known as the centre of the industrial world.

STEADFAST was photographed on that historic ground and made beneath this enduring roof. Rooted in the brand’s First World War origins, the SS26 campaign traces a direct line from military courage and necessity, through the 1960s moment when uniform entered everyday civilian life, to the present day – where garments are still crafted in Manchester with the same discipline and purpose. The collection centres on lighter, structured fabrics suited to the British summer: linen blends, lightweight wool and Ventile cotton. A faithful recreation of military-issue Airtex – first developed for British Army tropical uniforms and worn in North Africa and beyond – reinforces the collection’s functional DNA. Developed for active service. Proven in extreme climates. These are fabrics designed for exposure, reinterpreted for modern life. Silhouettes are calm, confident and purposeful, informed by 1960s civilian utility rather than seasonal trends. Breathable without softness. Functional without excess. The result is a modern British uniform – shaped by history and crafted to endure.

Key outerwear pieces include:

The Honey Trap Trench

A belted mac crafted from UK-woven cotton gabardine, designed to captivate and command attention. The name Honey Trap evokes the seductive intrigue of espionage tactics, while the iconic fly-front raglan sleeve construction has been a cornerstone of the Manchester factory for more than a century. A piece that embodies timeless British craftsmanship. Retailing at £1,095.

The Persuader

Available to purchase from Thursday 2nd April and hand-cut in Manchester from exceptional Italian calf suede, the Persuader is constructed panel by panel, each edge individually painted by hand – a process measured in hours, not minutes. Four bellows pockets, a belted waist, double rear vents and military-grade copper hardware from RIRI of Switzerland complete the design. Retailing at £2,995.

The Submariner Parka

Constructed from double-skin Ventile, with a half-lined Ventile interior and fully taped seams, the Submariner Parka delivers waterproof protection through fabric density alone. No membrane. No coating. Just extra-long staple cotton woven at such density that it swells and seals when exposed to water. Retailing at £995.