At the Mercury Awards, Sam Fender’s Picante fit was a Northern love-in

Sam Fender Wins Mercury Award in Northern Pride

Sam Fender, a 31-year-old musician from North Shields, won the Mercury Award at the Utilita Arena in Newcastle for his album "People Watching".

Fender chose to wear a T-shirt from Picante, a brand co-designed by a northerner from Manchester, showcasing his northern pride.

Being northern is something of a point of pride.

Fender's choice of attire reflected his long-time fandom for the Picante brand.

Author's summary: Sam Fender wins Mercury Award in Picante T-shirt.

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British GQ British GQ — 2025-10-17

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