The hero behind the British menswear brand worn by Prince William and Daniel Craig

In James Eden's office, a large, framed comic strip takes pride of place above his desk. But the vivid illustration 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 war-time bravery of James' 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 re-named it Private White VC in his famous great-grampa's decoration.

Today the company is a worldwide success, famous as a purveyor of luxury, high-quality, British clothing, providing hand-crafted menswear for discerning shoppers, including Royals and celebrities. Only a few weeks ago, Canadian PM Mark Carney was spotted wearing one of their coats and Princes WIlliam and Harry and Princess Anne are fans.

They regularly dress James Bond stars too - everyone from Pierce Brosnan to Daniel Craig. But James' great-grandfather who remains the stand-out figure in this quintessentially British firm.

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," says 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."

As James says, Jack's story began during World War One, when he was sent from his Salford home to fight in what was then called Mesopotamia, modern day Iraq, in 1917.

"He was a signalman, in communications and tactics, with the King's Own Royal Lancasters, 6th Battalion," explains James. "They were on the river, in a boat full of weapons and supplies, when they came under heavy enemy fire. His comrades were injured, they were all in grave danger. The boat was drifting further towards the enemy so he knew he had to do something.

"He tied copper telephone wire around himself - attached to the vessel - and plunged straight into the water so he could drag the pontoon away and to safety. He survived the war and was awarded the Victoria Cross - so many were awarded posthumously so he was very lucky to make it home. It was an act of exceptional bravery by an exceptional man."