Sam Fender, a musician from North Shields, won the Mercury Award at the Utilita Arena in Newcastle for his album "People Watching".
Fender, 31, chose to wear a Picante T-shirt, co-designed by a northerner from Manchester, to the event. The "Vintage Porter" T-shirt, featuring the Picante logo, was paired with black jeans and boots.
Being northern is something of a point of pride.
Author's summary: Sam Fender wins Mercury Award wearing Picante T-shirt.