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 Picante T-shirt, co-designed by a northerner from Manchester, to the award ceremony, showcasing his northern pride.
Being northern is something of a point of pride.
Author's summary: Sam Fender wins Mercury Award in northern pride attire.