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Your website looks very homemade.

Yes, it does, I love it. It's the Hemingway homepage and it says that Hemingway Design is for people called Hemingway. My son made it.

You're back on telly for a programme in Channel 4's Art Show series. Tell us about the programme - is it kitsch art?

Oh no, it's got nothing to do with art. If I am already disliked in the designer industry, that dislike could turn to hatred.

Is that what you're hoping?

No I don't hope for anything like that. I am telling a few truths about what I learnt when I was in the industry and why most if it's a con. It's Revolt In Fashion and Revolt In Homes and it gets under the skin of the fashion, interior and housing industries. It shows how labels are used to seduce us and to get money out of us rather than to give us something tangible and real. They are like parasites on us, rather than symbiotic (I think the word is). It's two half hour polemics based on my philosophy, just like I have said in this interview, only harder. I would think that it is one of the hardest things that's been on television in terms of it says about certain things. There's been no judicious cutting to make any one sound bad but a few people interviewed just come across as complete dickheads.

Do you hope this will change people's lives?

Yeah, it's another chipping away at the block. It's not saying that fashion isn't a good thing. Fashion is why me and Gerardine met. I liked what she was wearing and the way she was dancing - we literally met across a dancefloor in Burnley and it was fashion that did it. Fashion can be a great thing, it can bring people together but it can also be a bit of a monster.

Are you then going to avoid telly for a while?

Well no. I want to do a series on fatherhood because I believe that a lot of fathers are not doing their role as well as they could, so I'm writing something on them at the moment.

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