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Red or Dead products are well known for their British humour, sexiness, quirkiness and colourful prints, all offering designer aesthetics at an affordable price and fashion with attitude.
Above all, Red or Dead is a brand that is for everyone; a "mindset" not an "age set".
Red or Dead today operates as a fully licensed business with partners in footwear, clothing, sunglasses, optical frames, bags, watches and more.
Red or Dead was started by Wayne Hemingway and his wife Geraldine Hemingway back in 1982. They bought second-hand clothing and footwear and sold them at Camden Market and before they knew it they had 16 stalls including a stall at Kensington Market. Red or Dead was a reference to Wayne’s Red Indian background.
The public liked Red or Dead even though the rest of the industry didn’t and at first Red or Dead was not allowed to be part of London Fashion Week. Red or Dead started doing catwalks in 1989 with the Space Baby collection. In the mid 1990s Red or Dead won Street Style Designer of the Year for three years on the run.
Phenomenal brand awareness is equally high amongst the young and the old. Its target consumer is someone who likes to be an individual, non-conformist, willing to push barriers and challenge the norm.
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