COATS OF ARMS

How a Victoria Cross hero from Salford inspired his great-grandson's clothing brand to take on the world

- BY CLAIRE DONNELY

IN James Eden's office, a large, framed comic strip takes pride of place above his desk.

But it is more than just vintage decoration, it's a reminder of a man whose extraordinary valour and values inspired this global company.

The Victor comic strip celebrates the wartime bravery of James's great-grandfather, Jack White, awarded the Victoria Cross aged just 21, for saving the lives of his comrades in an act of extreme courage.

When James, 42, took over the running of his family's ailing menswear business 15 years ago, he renamed the company Private White V.C. in tribute to his famous relative's decoration.

Today the company is a worldwide success, famous as a purveyor of luxury, high-quality, British clothing, providing handcrafted menswear for discerning shoppers including royals and celebrities.

Only a few weeks ago, Canadian PM Mark Carney was spotted wearing one of their coats, while Princes William and Harry and Princess Anne are fans.

The firm regularly dresses James Bond stars too everyone from Pierce Brosnan to Daniel Craig.,But it is James's great-grandfather who remains the standout figure in this quintessentially British business.

Earlier this month, they released a powerful short film celebrating Jack's achievements and the story behind the clothing brand.

"The Victoria Cross is a symbol of the heroism and values of great grandfather Jack," said James proudly. "We pay tribute to his actions and courage in all of the clothing we create and sell.

"He left a remarkable legacy and we've been working hard to honour that, to build on those values to create a modern business he would have approved of. Jack's story began during World War II, when he was sent from his Salford home - now part of Greater Manchester - to fight in what was then called Mesopotamia, modern-day Iraq, in 1917.