Talking to some of the guys in our Wandsworth warehouse – anywhere north of the Thames they’re expecting kilts and bagpipes, north of the North Circular is all eskimos and polar bears. (and I’m not joking – there was one guy who started working for us. Mid 30’s and he’d never been north of the river!)
As someone brought up in Leicester, that was midlands. North of Nottighamshire would count as north.
Now as a happy resident of The People’s Republic Of South Yorkshire And The Peak District, I’d say we might still be midlands geographically, but northern in spirit.