With Gerardine, Wayne built Red or Dead into a label that received global acclaim resulting in winning the prestigious British Fashion Council’s Streetstyle Designer of the Year Award for an unprecedented 3 consecutive years.
After 21 consecutive seasons on the catwalk at London Fashion Week, Wayne and Gerardine sold Red or Dead in a multi million cash sale.
In 1999, they set up HemingwayDesign, which specializes in affordable and social design. Their highest profile project is, The Staiths South Bank, a 800 property mass market housing project on Tyneside for Taylor Wimpey Homes where HemingwayDesign are involved from the master planning, the architecture through to the landscaping and marketing of this groundbreaking project.
Their current major initiative in urban design is the re working of ‘tired’ large social housing developments in Maidenhead, Aylesbury and Kings Lynn.
They have worked with West Lancs Council and English Partnerships on a 12 month project to create a new vision and then a masterplan for 60's new town Skelmersdale. Working with Copeland Borough Council and the North West Development Agency, HemingwayDesign worked on a vision for Whitehaven.
Other projects include his coffee table art book 'Just Above the Mantelpiece' and 'Mass Market Classics'.
Wayne is the Chairman of Building for Life, a Design Council CABE (Commission for Architecture and The Built Environment) funded organisation that promotes excellence in the design quality of new housing, Chair of the South Coast Design Forum and on the Design Council Trustee Board and the Design Council CABE Committee.
Wayne received an MBE in June 06 Queens Birthday List, is a Professor in The Built Environment Department of Northumbria University, a Doctor of Design at Wolverhampton, Lancaster and Stafford and a Fellow of Blackburn College.