“Street style is about more than cost: it is about Attitude, change and creativity – three things we have in abundance.” Wayne Hemmingway Red Shoes Musical or Dead lt was launched by Wayne Andrew Hemingway and his wife, Geraldine back in 1982. The title Red or Dead comes from Hemmingway’s dad who had been a Native American. It was out of necessity which Hemmingway began to sell clothing at Camden market; he had to cover the rent and buy equipment for the group that he countered together; Dexy’s Midnight Runners. So Wayne and Geraldine emptied their wardrobes and sold them on Camden market one Saturday and before they knew it they had 16 stalls.
Hemmingway would riffle through charity shops and market his Finds on the current market, his wife Geraldine made her own clothes so they decided to market them word got around about how good their selections were even selling to individuals in Japan. Before long they had a decent sized company and they stumbled upon Dr Martens and shifted them from just being a work-wear thing into something that became trendy all over the world, everyone wanted a set such as Jean-Paul Gaultier and Demi Moore.
Red or Dead launched their own range of shoes in 1986 and I Would state that this was when I first became conscious of Red or Dead specifically in the kind of my teen idols; Bros.. They would often be seen wearing Dead or Red and specifically the Watch shoe. This was a black lace up shoe with a ripple-sole using a watch face mounted on the top, I desperately needed a pair of those shoes like each other Bros fan, they were popular men and women use to queue them up, Red or Dead even needed to have bouncers on the doors into the store.
The money Dead or Red made from the achievement of the Watch Shoe meant Hemmingway managed to employ a team of designers and expand the company. Influenced through music, all things kitsch and what’s going on in the world now Red or Dead is viewed as the ultimate fashion label encompassing British street culture. Red or Dead have always been one step ahead of the game when it comes to style, which is one reason why I and so many other men and women love Dead or Red.
Red or Dead have won several design awards such as ‘Street Style Designer of the Year’ 3 times and did you know that in 1993 Red or Dead signed a deal to be the first designer shoe business to advise Marks & Spencer?
Humour is a large part of Red or Dead, their designs are There to be appreciated. Red or Dead believe that fashion should be available to all, which explains why their ranges are affordable and adopt great design.
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