A creative partnership with heroic beginnings

Goodwood Revival is a unique annual event driven by a community that brings to life the iconic era of motor racing that took place there from 1948 to 1966. Each year, the energy and excitement is captured in vintage fashion, classic cars and entertainment, led by a line-up of celebrated personalities. At the heart of the glamour on show is a culture that values cherished items that were built to last, so it’s no surprise that quality men’s clothing company, Private White V.C. is a perfect fit for the event.

In a show-stopping display of creative flair, the n-fuze team partnered with company owner and Great Grandson of Private Jack White, James Eden . The goal, to create an innovative, experiential retail and exhibition space tailored to their customers’ discerning taste, while celebrating the deeply meaningful history that wearers of the brand cherish.

Starting with a research session to immerse into the brand’s history, n-fuzer, Sam Roberts sketched a set of concepts using elements true to the brand’s eye-opening wartime beginnings. The use of copper tones are not only present in the clothing itself - Sam and the team added careful copper flourishes throughout the exhibition space, some subtle, and others on full show. The project stayed with n-fuze through to production, ensuring our insistence on quality and detail were carried through to the delivered pieces.

Why copper? It all started with an act of heroism by company namesake Private Jack White V.C., whose heroism was marked with a Victoria Cross medal through his quick thinking and bravery. In 1917, during the Dialah River crossing in Mesopotamia, his boat came under heavy machine-gun fire. Using a length of copper communications wire, Jack towed the damaged boat back to shore, saving lives, ammunition, and supplies. He later became a successful businessman, going on to buy the Manchester clothing factory where he had started as an apprentice pattern maker after the war. Today, his great grandchildren own and operate the factory, honouring his legacy both in war and in business.

As seen in the finished exhibition space, a luxurious, soft copper sheen is present in a smoothly rotating medallion shape bearing the company branding, not deviating from the early concept sketches. Mounted on a vintage-style wooden base that calls back to luxury luggage chests of days gone by. A reminder that the quality pieces are still handmade in England to this day.

A robust copper-toned mannequin torso is adorned with the brand’s signature clothing pieces, attached to a copper cornered frame that allows the clothing to be seen from all angles. A considered, angled panel below highlights item details and provides styling tips to the customer.

Other details include a neat metal framework surrounding the exhibition space, which features company branding and large-scale photographs of their long-standing history. Sporting celebrity customers are shown, along with vintage advertising artwork demonstrating the historic links to motorsport.

This partnership is a perfect example of how n-fuze digs deeply into your brand to understand every detail. The point of sale can truly be anywhere, and an immersive exhibition of this quality will stay with a visitor for years to come, reinforcing their relationship with the company and their values.