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 will be unveiled at Williams Manchester at TraffordCity retail centre at a dedicated reveal day on September 27th where customers will get the first glimpse at the eagerly anticipated New Defender 90 and New Defender Hard Top 110 from the iconic Land Rover brand. Following the hugely successful launch of the Defender 110, this Sunday’s launch event will complete the Defender family of vehicles designed to reflect the finest in British craftsmanship and merge classic and contemporary design.
To mark the occasion, high end menswear brand, Private White V.C., has taken over a Land Rover and wrapped it in this season’s graphics to promote its latest range of Manchester-made garments. In the run up to the event James and his trusted companion, British Bulldog, Brutus, have been taking the vehicle around the city and will be sharing these images on both his and Private White V.C.’s social media channels. The car enthusiast is working with 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 will be styled with a range of vintage Action Men, mannequins and displays of key garments from the Private White archive. The installation will remain at Williams until the 9th October when another landmark Land Rover event will take place with the new Defender 110 model being made available for a arrive and drive day.
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, MINI and Jaguar retail centres at the prestigious location adjacent to the Trafford Centre. The design classics collaboration will run from 27th September – 9 October at Williams Manchester, 20 Barton Dock Road, Trafford City, Manchester M41 7GF.
