It has often been portrayed as a down-at-heel suburb scarred by some of the worst excesses of urban decay.

Residents in the Whitehawk area of Brighton often become angry at the bad Press their neighbourhood receives.

But a new range of clothing has now been designed with the name of the district emblazoned across the front.

And they are selling so fast that staff at the Mau Mau store in the Lanes are frantically trying to buy another run.

Ross Quinn, owner of Mau Mau, said: "It all started with this guy from Whitehawk who was quite proud he lived there.

"He approached us with these clothes and I decided to buy them from him. He has gone to Barcelona now and we are desperately trying to get hold of him as we need another run printed up.

"We bought about 60 from him to start off with but they have gone so well we want to have more in, especially with the summer coming up.

"He thought it would be quite funny to have the name on the tops and wanted to see what sort of response they would get.

"He said it would be quite ironic and so he then printed them up. They have all done really well. I think people from Whitehawk and people from other parts of Brighton and Hove are buying them in equal measure, they are very popular.

"I think some people have been buying them to take the mickey and some have done it because they are proud to come from Whitehawk. They are a real talking point in the shop."

Mr Quinn said he is desperate for a new run of the clothing which are being snapped up by people who were born and bred in Whitehawk, and students.

The hooded tops are selling for £36 a time while the shirts are slightly cheaper.

Usually tops with place names across the front are reserved for parts of New York including Brooklyn and South Bronx.

John Commons, chairman of Whitehawk and Manor Farm Community Association, said: "I have lived here for 30 odd years and I would not live anywhere else.

"I have experienced no problems since I have been there. I have met some really great people. There is only a very small minority, mostly youths, who cause trouble.

"We get very little positive support here and anything that can be done to promote the area in this way will hopefully be good for us. This area is great and has all the facilities you need."