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It was a decision to empty his wardrobe that sealed Wayne’s fate in fashion. Taking his, and his future wife’s clothes, and selling them on Camden market to pay for his band, confirmed that money could be made in fashion - and the start of something new was in place for the couple. With his wife Geraldine, Wayne built Red or Dead into a label that received global acclaim resulting in winning the prestigious British Fashion Council’s ‘Street Style’ Designer of the Year Award for an unprecedented three consecutive years in 1996, 1997 and 1998. After 21 consecutive seasons on the catwalk at London Fashion Week, Wayne and Gerardine sold Red or Dead in a multi million pound cash sale in 1999. Together, they then established HemingwayDesign, specializing in affordable and social design. With this, their highest profile project is The Staiths South Bank, a 800 property mass market housing project on Tyneside for Taylor Wimpey Homes winning a series of widely recognized awards. Wayne Hemingway is also the founder of Vintage Festival.
