Red or Dead started out as a secondhand market stall in 1982 which he and partner Gerardine set-up to help fund Wayne's band. Their first shop opened in Blackburn and in 1989 Red or Dead hit the catwalk with the legendary 'Space Baby' collection. For the last decade they have continued to stage show-stomping catwalk collections, experimenting with music, moving images, blood-soaked women, big bellied blokes, pensioners and ramblers. While the clothes and accessories are always evolving, Red or Dead's pleasure in taking the piss out of itself and fashion is constant.

Wayne's earliest fashion memories still influence his outlook. "My Mum and my Nan used to dress me up on Morecombe Front and enter me into beautiful baby competitions. One week I was dressed as Elvis, the next week I was dressed as a Beatle. They dressed me up like a doll - I won loads of competitions." From his dad, a professional wrestler called Billy Two Rivers, Wayne probably inherited some show biz genes.