• Our Story

    Red or Dead started by Wayne Andrew Hemingway Esq and his good lady wife, Gerardine Hemingway back in 1982. They had no money, so they emptied their wardrobes and sold them on Camden market one Saturday and before they knew it they had 16 stalls.

    1982-83

    Wayne and Gerardine empty their wardrobes onto a small market stall in Camden, London. By the end of the year there are 16 stalls. With shipments of second-hand clothing and footwear being brought in from all over the world.
    1982-83

    1984

    Footwear becomes a major force at Red or Dead – firstly old stock of 1950s and 1960s canvas, then canvas sourced from the Far East.
    1984
  • 1985

    Stores open in Camden and Manchester, selling a mixture of early Red or Dead clothing, second hand clothing, retro canvas and Dr Martens.
    1985

    1986

    Stores open in Soho, London, selling the first Red or Dead footwear range designed by Wayne and Gerardine.
    1986

    1987

    Stores open in Neal Street, Covent Garden. Regular queues outside the shop due to success of the 'Watch Shoe', as sported by teen brand Bros.
    1987
  • 1988

    The business expands and the building of a design team begins.
    1988

    1989

    Red or Dead does its first catwalk collection, 'Space Baby', for Spring/Summer 1989.
    1989

    1990

    Spring/Summer collection: 'Space Baby'. Autumn/Winter collection: 'Animals'.
    1990
  • 1991

    Red or Dead’s impish sense of humour caused several run-ins with the establishment. These styles had to be pulled from the shops when various companies accused Red or Dead of undermining their branding.
    1991

    1992

    Begin work on the concept of Dr Martens clothing. Spring/Summer collection 'Mad in England'. Autumn/Winter collection: 'Spy'.
    1992

    1993

    The ‘Russian Doll’ collection hits the catwalk in Spring/Summer 1993. Graduating babushka models wear the Russian Doll print, embodying the lighter side of Red or Dead.
    1993
  • 1994

    Air hostesses in red tartan, check and flight bags. Themes consisted of rich arabs, yashmack in wholegrain and peacock feather prints; made by inmates at Full Sutton Prison.
    1994

    1995

    Red or Dead wins the British Fashion Council’s inaugural Street Style Designer of the Year Award. Wayne and Gerardine sell to the Facia Group.
    1995

    1996

    Pentland Brands PLC bought Red or Dead. Knives and blood seen on the catwalk, dubbed: ‘A Bloody Disgrace’.
    1996
  • 1997

    Red or Dead wins Street Style Designer of the Year award for the third time. Spring/Summer collection: 'Indian Summer'. Autumn/Winter collection: 'Geography Teacher'.
    1997

    1998

    Collections: 'Beautiful Freaks' and 'A Road Movie Across the States' feature old men and women modelling Alaskan themed sheep skin in ice blue/rusts and leather drindle skirts.
    1998

    1999

    Champagne Terrorist hits the catwalk this year, bright, multi fastening belts and an unusual mix of metallic tailoring lends a futuristic spin to urban chic.
    1999
  • 2000

    Red or Dead returns to its controversial reality with a Spring/Summer collection inspired by Stoneage Primitives, African Princesses at British Universities and Medical Asylum Seekers.
    2000

    2001

    Red or Dead cuts its ties with the catwalk, moving across the dance floor with a disco diva inspired footwear collection full of metallic spangle.
    2001

    2002

    The unveiling of Ammo Camo prints adorned footwear with matching handbags, not to forget the infamous Rainbow shoe with metal heel.
    2002
  • 2003

    Wednesday Afternoon Double P.E inspired collection gives a glamorous twist to fashion. This cheeky graffiti jacket gives school girl uniform a fashion facelift and would make any teacher blush.
    2003

    2004

    Back to the catwalk and sowing the seed of love: 'Save the Allotment' collection inspired by an increase of urban housing being built in the city taking away allotment and garden sites to make way for major property development.
    2004

    2005

    ‘Climbing Every Mountain’ inspired by the Sound of Music. We all ran for the hills passing shagging goats and milkmaids, hot on the heels of Julie Andrews.
    2005
  • 2006

    The 60s make a real comeback with this year's collection 'High Roller Low Life'. Bold paisley prints, giant swans, bouffant hair and a 'lorra lorra' hairspray.
    2006

    2007

    The dare to wear TV Thriller collection takes inspiration from Hitchcock's 'The Birds'. A frenzied attack on the dressed to kill and murdered by fashion victims.
    2007

    2008

    A new take on military propaganda; never mind other labels, here is Red or Dead.
    2008
  • 2009

    Roll up, roll up, Red or Dead clothing becomes exclusive to Bank stores nationwide with this most marvellous, superb circus launch party in the heart of London.
    2009

    2010

    Inspired by Vladimir Tretchikoff's Chinese Girl, Red or Dead consolidates all its products; clothing, footwear, bags, swimwear, spectacles and hosiery in one advertising campaign across some of the biggest selling glossies in the land.
    2010

    2011

    Red or Dead launches two more product categories in the guise of printilicious fashion bicycles with iconic Brit brand Raleigh and launches its first ever fragrance 'Release Me' with 'lost in a maze' inspired campaign.
    2011
  • 2012

    Red or Dead turned the big 3-0 and to celebrate, launched their first ever exhibition open to the public. The three day exhibition took you on a fascinating journey through the good, the bad and the fabulous years of Red or Dead starting in the 80’s right through to the 00’s.
    2012

Red Hot

In the Red or Dead kitchen we have been cooking up a storm for you...Check out what's hot this month with our favourite picks.

Read all about it

'Red or Dead - 'The Good, The Bad and The Ugly' written by Tamsin Kingswell, published by Thames and Hudson.

In the press

Take a look at Red or Dead's fashion status in some of the best glossies around...'

Red or Dead