Sam Fender, a 31-year-old musician from North Shields, won the Mercury Award at the Utilita Arena in Newcastle for his album "People Watching".
Fender chose to wear a Picante 'Vintage Porter' T-shirt, designed by a fellow northerner from Manchester, on the red carpet. The T-shirt features the Picante logo on the front and a small Picante porter on the back, and is priced at £80.
Being northern is something of a point of pride.
Author's summary: Sam Fender wins Mercury Award in Picante outfit proudly representing his northern roots.