NEWGEN MEN began in September 2009, building on TOPMAN and Fashion East’s successful MAN initiative. It has since become instrumental in raising the profile of emerging British designers using London Collections: Men as a showcasing platform. As well as sponsorship, the initiative offers its recipients tailored business and mentoring support, with a view to increasing the success of their business commercially and building relationships with key press and buyers. NEWGEN MEN continues to promote the best of British menswear talent for the fifth consecutive season, with ongoing dedicated support from TOPMAN.