DESIGNER NAME: Christopher Shannon

ORIGIN: Liverpool

DESIGN BACKGROUND: Christopher is a graduate of MA Menswear at Central Saint Martins. He first received NEWGEN MEN sponsorship in autumn/winter 2010.

DESIGN SIGNATURES: “They seem to evolve all the time. My collections feature performance fabrics, clean silhouettes and just the right amount of drama.”

IDEAL CLIENT: “I’m never quite sure… I don’t like to second-guess our customer, I think it is more important to keep the work interesting. Also, I think we have different men – some who like the mainline while others who will go for the jersey or collaborative pieces. I prefer not to know.”

TRADEMARK PIECE: “Hard to say… I suppose the sweatshirts and sweaters are always present in different forms. I love going back and working into ideas.”

ON BRITISH MENSWEAR: “I think it has evolved because people have taken notice of it; it is odd in a recession to build a profitable business but that’s what we’ve done so there’s definitely a lot of interest around. I think what makes it unique are places like Central Saint Martins and also the mix of people that London attracts.”