FASHION is one of the most competitive industries in which to flourish.

Celebrity endorsements though can work wonders for little-known labels starting out who are eager to get noticed.

So when Radio 1 DJ Scott Mills rocked up to the recent Brit awards in a limited edition Johnny Tuxedo 'Britannia,' which he apparently wore for hosting the Eurovision semi finals and is expected to sport for the second semi final next month (May), it must have brought music to the ears of the fashion company boss, Austen Pickles.

Only 350 Britannia suits have been created. Made from 100 per cent wool, the suit features a striking Union Jack lining and boasts an embroidered under-collar signature.

The suit forms part of a growing brand Austen, and his team, are busy developing and which stemmed from an idea to create a quality, yet affordable, dinner suit in response to the thriving prom scene.

"It has been bugging me for years that the whole kind of market for young mens tuxedos for proms and university balls have been very limited," explains Austen.

Hiring a suit you may only wear a handful of times can be costly so the idea to produce a £99 suit in a washable and quality fabric was something Austen and his team were eager to pursue and with great success.

"Where we came from was to create something that was affordable, looked cool and was appealing to the younger market."

“There is no doubt the Tuxedo has enjoyed something of a renaissance this year but it’s not just a return of an old favourite. Justin Timberlake was among those to rediscover his love for the Tux this year but he made the look his own and that is what today’s young men are determined to do.

“Johnny Tuxedo has been designed to tear up the rule book. Not only can you have a suit that looks great and gives you countless ways to create your own style but the price is great too.”

While aimed at the 15 to 20 age range, research has shown that Johnny Tuxedo wearers stretch across the board. "Ninety per cent of sales are guys who need a suit tomorrow because at that age they don't plan a month or two in advance, it's always last minute and you get it tomorrow or the day after and that is what we do," says Austen, referring to the hotline where customers can ring if they need a suit swiftly.

The brand is certainly meeting a demand and, since its launch, is gaining a following but for a fledgling label there is no better endorsement than celebrity fans and according to Austen Scott Mills appeals to their market.

But celebrities aren't the only reason why the suits sell. "It has to be durable, a good fit and it has to tick all those boxes," says Austen.

The suits, which are available online, also come with instructions of how to tie the bow tie! "We wanted to do this for a long time," says Austen, whose expertise and eye for fashions stems from a long-standing career in textiles.

As well as running the Johnny Tuxedo brand, Austen also supplies womenswear, including suits and jackets, to high street favourites including Hobbs, Whistles, Jaegar and Jigsaw through his £10 million tailoring company, Buxton Pickles, and he also runs the mobile tailoring company Norton & Townsend too.

Yet for Austen, who studied Economics and Business management at Newcastle, fashion wasn't the obvious profession - he says the industry found him.

His introduction to textiles came while making men's fabrics at a mill in Bradford.

With his knowledge and expertise he was eventually able to begin developing his own fashion empire in the attic of his then home.

"I started it in 2001. I worked in the attic of where I lived at the time then we spent some time in Salts Mill and now we've got premises in Ilkley," explains Austen, who has seen the business grow from when his son, George, now 15, was a baby.

"It is an industry that chose me. I studied business and economy, I didn't know what industry I would end up in but I really enjoy it."

For more information visit johnnytuxedo.co.uk