In November 2014 Matalan started a partnership with Alder Hey Children’s Charity to raise funds for a new Research and Innovation Centre. The first year they campaigned with Alphabet scarves and Jimmy can be seen here, posing in his.

The 2015 campaign was “bobble vs beanie” and they were sold for £8 (bobble) and £4 (beanie) with 100% of profits going to the charity.

To demonstrate that he does occasionally rock a beanie…an image from his 2012 Gagging Order tour programme: