In 1982, Wayne and Gerardine Hemingway opened a stall on Camden Market, London to sell items from their wardrobes.

Red or Dead became popular with some young pop artists of the late 80's, including Kylie Minogue, Bros, Jason Donovan and Brother Beyond.

Wayne Hemingway later explained their goal "to be the first designer company that sold to everyday people".

[3] Facia collapsed the next year, and receivers sold Red or Dead back to the Hemingways.

[6] Red or Dead expanded its product base and, as of 2012, it included footwear, clothing, fashion handbags, optical frames, swimwear and "glorious gussets" hosiery.