SHEFFIELD one day, the tabloids the next… that really is fashion with the X Factor!
It took just a few hours for Sheffield skateboard designer and entrepreneur Tom Sykes to get his new season designs into the gossip columns.
Tom, aged 23, who launched his own skateboard company, Lives and Levels, last summer, presented some of his latest street fashions to X Factor winner James Arthur.
And within 24 hours the singer and his pop star chum Rita Ora were photographed in their Lives and Levels T-shirts and hoodies by the paparazzi as they spent a night out in Leeds.
“It’s the best sort of publicity I could have had,” said Tom, whose company is based in Nursery Street, Sheffield.
“I cant believe it happened so fast – it’s great to see James and Rita both supporting Lives and Levels.”
It’s the latest coup for his label, which this week also made its debut at the Interstyle Extreme Sports Show in Tokyo.
Interstyle is the biggest Skate, Surf and Snow event in Japan. Brands and distributors gather to show their new products and collections.