Red or Dead began as a market stall in Camden. The label went on to receive global acclaim for its distinctive footwear, clothing and accessory collections and won the British Fashion Council's Street Style Designer of the Year award three years running.

Wayne's focus now is Hemingway Design, which specialises in affordable and social housing. Projects include a new settlement of 3000 homes in Lothian and apartments in Manchester's Northern Quarter. Their high profile project on Tyneside has won a series of major awards including Housing Design Awards (best large project) and Building Magazine's Best Housing-Led Regeneration Project. Other developments include those at Dartford, Aylesbury and Maidenhead.

Apart from housing, Wayne's company has designed anything from digital radios to tiles, fold-up bikes and water-butts shaped like bottoms. His published books include Just Above The Mantelpiece and Mass Market Classics. As well as writing for architectural and housing publications, he is a regular on television and radio. He is a Professor at The School of the Built Environment at Northumbria University, and a judge of the Stirling Prize. He is currently on the panel of the Eco Towns Challenge.