The Mayor of London, Boris Johnson, is launching a new campaign to promote the 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. To coincide with London Collections: Men, 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 fashion prizes including a made-to-measure three-piece suit by E. Tautz, a pair of shoes by Mr. Hare, and a 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. Over the course of the competition there will be a dedicated poster campaign run on the London bus and underground network featuring Londoners wearing some of the UK’s signature menswear styles

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