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Designer Wayne Hemingway has set up a market stall in a bid to help new designers get a break.
The Red or Dead co-founder's pop-up kiosk recreates the cheap stalls in Camden and Kensington markets where he began his career alongside Paul Smith and Vivienne Westwood.
He was unveiling the kiosk near City Hall today with Mayor Boris Johnson.
Dozens of young designers have been allotted a free slot on the stall over the next two months to sell jewellery, furniture, ceramics and clothes. Hemingway said he was inspired to help by the dearth of cheap opportunities for designers. The markets where he first started selling clothes used to charge £6 a stall and £80 for a string of pitches. They now charge £1,760 a week.
"It means that the whole idea of having a go and if you fail you've lost a bit of pocket money has gone," he said. "I believe we've got to get that back."
Mr Johnson said: "It is vital we nurture our fledgling creative talent in these tough times."
Hemingway received backing from the Mayor's London Sustainable Development Commission which has made him one of its 16 "London leaders".
