Nothing is more fickle than fashion as we all know, which is perhaps why Wayne Hemingway, in a dead pan and sardonically way, christened his label Red or Dead.
The 47-year-old is known for his frankness, and also his innovative take on his surroundings.
It’s of no surprise then that he’s cottoned on to the fact the polar ice caps might melt around our beautifully crafted heels before we can say Donna Vercase, so he’s therefore one of the key participants in ‘Body Warming not Global Warming’. You get the idea.
Wayne, an urban planner too these days, is involved in an initative sponsored by B&Q, in a bid to create sustainable housing in the UK.
“I wish people would take more notice of the fact there’s more to sustainability than carbon efficiency.” Wayne told the Independent.
“There’s definitely a correlation between happiness and sustainability. We’re one of the unhappier nations in that respect.”
Hemingway - who has never wrestled bears in the Florida keys like his famous namesake for all we know - is fronting a campaign by the ‘Can We Fix It’ giant (no, not Bob the Builder. No not Barrack Obama) B&Q!
“As 2008 is set to be colder than recent years,” warns its website, “people will be leaving their heating on longer this Spring, which is why B&Q is asking everyone to save energy by turning down their heating by 1°C and keep warm by pulling on a jumper instead.”
And for anyone old enough to remember their previous campaigns, B&Q have an employee sporting a lovely kagool on their site, which was their idea way before a certain bank made their employees earn their bread by being thrust on TV singing reworded Baha Men songs in the name of abject corporate nonsense.
