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.