London Mayor Launchs a New Campaign to Promote The Booming British Menswear Industry

The Mayor of London Boris Johnson is launching a new campaign to promote the booming British menswear industry, which brings £10 billion to the UK's economy and is growing at such a rate that it is predicted to overtake womenswear sales by 2016.   

The capital's pioneering and creative menswear designers are once again being showcased at London Collections: Men (LC: M), which takes place from 6-8 January 2014. Organised by the British Fashion Council, LC: M has in just three seasons become an essential fixture on the international fashion circuit, with its mix of classic British brands, new independent London labels and designers, and the best in fresh, up and coming talent.   

To coincide with this high-profile men's fashion event, the Mayor is launching the London Home of Menswear competition to find the most stylish postcode in the capital. Londoners are being encouraged to say why their area is the capital's fashion hotspot.

Those entering have the chance of winning some fantastic fashion prizes. These include a covetable made-to-measure three-piece suit by E. Tautz, the 19th century British military tailors, brought back to life by Norton & Sons in 2009; a pair of sharp shoes by Mr. Hare, famed for its rakish designs and elegant details; and a delightful tartan dog designed by Christopher Raeburn.

Five runners-up will receive tickets to see the Hello My Name is Paul Smith exhibition at the Design Museum.   The Mayor of London Boris Johnson said: 'As the birthplace of the three-piece suit, the trench coat and the bowler hat, London has an unrivalled men's fashion heritage. But our city is still setting the pace, with the emergence of new, exciting and cutting-edge designers.

Their creative talent is why London Collections: Men has become the most important showcase of men's fashion in the world. Our goal is to ensure that London remains ahead of the world fashion pack, and to support an important sector that creates thousands of jobs and generates £10 billion pounds each year.'