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Fake London returns with autumn 10 range

Premium label Fake London - famous for its iconic Union Jack and British bulldog branding - is to relaunch for autumn 10, three years after the brand was closed.

The former London Fashion Week label, which originally launched in 1997, has secured backing from Italian manufacturer Italservices for its relaunch. Italservices, which designs, distributes and manufactures Italian brands including Met, Cycle and Heavy Project, has taken a 50% stake in the business and will control production and distribution.

Fake London founder and creative director Desiree Mejer holds the remaining 50% and will retain full creative control.

Previously, Fake London had 35 stockists in the UK including the likes of Harrods, Harvey Nichols, Selfridges, and larger indies such as Matches and Flannels. It built up a loyal following including celebrities such as Liam Gallagher, Robbie Williams and Madonna.

It was previously produced under licence by Italian firm Futurenet and until its closure in 2006 it was distributed in the UK by Fourmarketing.

Mejer told Drapers that the previous licensee had taken the brand mass market and that she planned to win back its original stockist base. She is also in talks with the British Fashion Council about bringing Fake London back to the LFW schedule in 2011.

The Fake London relaunch collection will return the brand to its artisan roots with pieces designed in classic fabrics such as tweed and cashmere but with modern details such as chunky plastic zips. Many pieces will be handmade with the majority of the production taking place in Italy.

Wholesale prices will range from £50 for a jersey top to £800 for a woollen parka. The collection will go on sale via showrooms in Milan and Düsseldorf from January 24 and in Paris from February 27.

The Paris showroom, run by agent JAT Team, will sell to UK buyers. However, a small London showroom will also be set up on Savile Row and UK sales manager Dean Bristow will take appointments. Italservices plans to open a UK headquarters for Fake London and a retail store at some point.

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