Manchester-based family businesses, Williams Group and Private White V.C., have come together to celebrate British luxury around the launch of two new Land Rovers.
The vehicles were unveiled at Williams Manchester at TraffordCity retail centre where customers got the first glimpse at the eagerly anticipated New Defender 90 and New Defender Hard Top 110 from the iconic Land Rover brand.
To mark the occasion, high end menswear brand, Private White V.C., took over a Land Rover and wrapped it in this season’s graphics to promote its Autumn / Winter fashion range. CEO James Eden took the vehicle on a tour of his favourite hidden gems around the city and shared a peak at his favourite locations on his social media channels. The car enthusiast workedwith his creative team to celebrate the partnership with a unique installation at Williams Manchester at TraffordCity.
Iconic pieces from this season’s Private White V.C. collection were styled with a range of vintage Action Men, mannequins and displays of key garments from the Private White archive.
Guy Adams, Managing Director of Williams, says, “As a family business with heritage of over 100 years in Manchester, we have built a solid reputation as the go-to retailer for luxury vehicles. We have much in common with Private White V.C. who hold true to their family values and put real emphasis on creating garments infused with passion and made to the highest quality here in Manchester. It’s the perfect partnership for the Defender range where the emphasis is on combining robust and hard-wearing materials with incredible design to create an amazing driving experience.”
Adds James Eden, “My great grandfather, Private Jack White, set up this family business back in 1932 and we have been handcrafting garments using local suppliers and fabrics ever since. Our focus is on utilitarian luxury – all proudly Made in Manchester – and our collaboration with Williams Land Rover Manchester underlines the synergy of our brands reflecting functionality, durability, premium features and the finest in British craftsmanship.”
The event celebrates the first anniversary of Williams Land Rover alongside BMW, Jaguar and MINI retail centres at the prestigious location adjacent to the Trafford Centre at 20 Barton Dock Road, Trafford City, Manchester M41 7GF.
