Earlier in the week, we had a chat with Jason Cristiano, founder of Manchester-based online retailer Aux Privé to discuss buying British, personal style rules and the Aux Privé SS17 lookbook shot in the heart of one of our favourite city’s.

Where did the name Aux Privé originate?

“I wanted a brand name that packed a bit of a punch but that also really meant something. ‘AUX’ is actually short for auxiliary, which has multiple meanings, but the meaning that stood out for me and for the brand I wanted to create was ‘..An organization allied with, but subsidiary to, a main body of restricted membership.’

I always saw the brand as a brand for people who were fashion forward and yearned for something more than shopping at many of the overly commercial retail and online outlets that flood the market.”

What do you stand for as a retailer?

“Aux Privé is a brand that stands for quality and craftsmanship in a world full of fast-paced and cheaply made clothing. We are a collection of independent and semi-commercial brands, including our own in-house brand, that support the idea of independent fashion rather than over-produced conglomerate fashion that has taken over the high street.

There is a shift in consumers wanting to purchase local, smaller brands and we want to be at the forefront of that concept. I personally always conceptualized the brand as an extended catalogue that our customer could depend on, relying on our expertise in cultivating brands with unique stories into carefully curated collections that they could mix and match pieces from.

Eventually I would like to see Aux Privé become a one-stop shop including lifestyle products, grooming, music and novelty/decor items. We have also positioned ourselves as a very British brand that supports other British and northern European brands, because I feel that this is very important and we are very proud of our heritage.

I initially launched the brand, on my own, as a web-only shop but we have currently been opening up pop-up shops around Manchester to further develop face to face relationships with our customers.”

What has been your Peregrine best-seller?

We did quite well with the Pentile wool coat from last season. It was a personal favourite of mine as well and I actually own one myself! It’s a real statement piece and classic.

What are your thoughts on buying British clothing?

“I think buying clothing made in the UK is extremely important. It supports the British economy and stimulates the workforce in the UK. Buying British brings back the sense of shopping local and a need for quality goods over cheaply made throw away products made over-seas.

It is also a statement that says we are proud of the craftsmanship and quality of materials that are produced in Britain. I always say it’s better to invest in one well-crafted local piece that purchase 10 pieces that will go out of fashion and probably won’t last a full year.”

What is the best styling advice you have given / received?

“In all honesty, I haven’t listened too much in advice people have given me. I have always had a natural sense of what works well and what doesn’t – especially when it comes to dressing myself. I’m a natural rebel as well so even though I do enjoy trends immensely and incorporating them into my wardrobe I always take my own spin on it.

Two things, however that have shaped the way I view styling was once someone told me that heavier set people should never wear prints or patterns because it makes them look bigger and doesn’t look flattering. I just don’t buy into that at all. There are ways to incorporate prints and patterns in the right shapes for your body and it depends on what you pair them with. Being a stockier guy myself (and the natural rebel in me) I made it a point to make wearing prints and patterns a signature part of my wardrobe for many years and I became quite known for it.

Something else I was once told was ‘who cares what everyone else is wearing if you look good and feel comfortable then you will naturally look fashionable’. That has always made a lot of sense to me.”

Tell us about the SS17 Aux Privé look-book

“To be honest, I always struggle with Spring/Summer. I just naturally prefer Autumn/Winter – there’s more choices and in England, where the sun doesn’t often make an appearance – more options in locations for photoshoots.

I never really know what sort of story to tell during Spring/Summer. Last season we went with a ‘reboot’ theme which represented the rebirth of Autumn/Winter style and also it was a reboot for the brand as well because we had many new brands, such as Peregrine come on board and I think we finally got our aesthetic spot on.

Spring/Summer I decided to continue off of that and literally spring forward, as progression and rejuvenation in another season passing. Aux Privé has grown loads in the past year and we are coming up on our one year birthday in July. I am just happy to keep going and I guess the lookbook reflects that.

I always try to mix and match pieces from the various brands we stock when styling for the shoots keeping in line with the theme of supplying curated collections.”

Just over two months ago, Keith contacted us through Instagram to introduce himself as a photographer, explorer and British clothing enthusiast. He placed a few orders with us and, upon receiving them, would send us stunning photos of him and his wife Jen exploring the most incredible landscapes wearing our Peregrine knits and jackets.

We love building relationships with our customers and seeing how and where the clothes you buy are worn. It would always brighten a Monday morning to see Keith’s photos that day roaming a desolate beach in his Simpson Jumper or sheltering from huge waterfalls in his All Terrain Jacket so we decided to ask him a few questions.

What do you love most about the Scottish highlands?

I was born in the Highlands but have lived and traveled overseas, the Highlands keep pulling me “home”.

The ever changing light, the ancient history, the highland people, the amazing seasonal colours, the varied and vast terrain. Mostof all I love the freedom! Scotland has fantastic “right to roam” laws which lets us utilize our landscape without restriction……as long as we respect our landscape and landowners requests!

How did you get into photography?

As a child (before digital photography) I used to always play around with an old film camera…you’d shoot a roll of film, wait a week to get them developed and find out most of them were rubbish! Then digital cameras came out and I went traveling and spent a lot of time doing underwater photography which really ignited my passion. Now with Instagram the quality of photography and photographers is amazing and truly inspiring which again has spurned me to capture more great images.

What are you most looking forward to this year?

Spending more time exploring the Highlands with my Family and capturing the moments!

How did you hear of Peregrine?

I spotted the brand on Instagram and thought.. that’s cool…then checked out google to find nothing but British goodness and cool quality Product!

What makes buying British Clothing so special?

Having spent lots of money on expensive clothing only to find out that they are made in the far east and fall to bits pretty quickly and made with low quality fabric, I decided that I wanted Quality Clothing made locally and supporting a UK workforce.

The quality of the clothing and fabric is AMAZING…as soon as you take it out of the packaging you can feel and see the quality. It’s just a pleasure to wear and looks fantastic.

It’s even more satisfying that its keeping money and jobs in the UK and supporting a family business that’s generations old and steeped with history! Even the Millerain Cotton Material for the Jacket comes from the UK and again the company is generations old. With Brexit and wild currency fluctuation, buying British is the way to go both for quality and proper value! Just do it.

A big thank you to Keith and family for representing the brand so well – have a little scroll to see the pictures!

Keith wears the All Terrain Jacket in Navy (above) and the Simpson Jumper in Navy (below)

Jen wears the Funnel Neck Jumper in Orange