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.

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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.

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.
1985

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

1986

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

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.
1988

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

1989

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

1990

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

1992

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

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.
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.

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.

1996

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

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.

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.
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.

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.

2002

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

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.

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.
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.

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.

2008

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

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.

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.