Fashion designer Wayne Hemingway chose rubbish over retail when he headed to Hove to spread the word about recycling.

Accompanied by a giant motorised dustbin, the Red Or Dead founder joined a seafront roadshow to encourage people to rethink how they deal with waste.

The design guru, who now runs hemingwaydesign with his wife Gerardine, said: "The whole of Britain is in a mess. We are officially the worst at recycling rubbish of all developed countries.

"Hove is actually cleaner than a lot of places I've been but that's not saying much.

"If we weren't throwing so much away and recycled instead, councils could have more money for education or housing."

Rethink Rubbish is a national campaign sponsored by Brighton and Hove City Council and East Sussex County Council.