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Shameless star in men’s indie debut

Actor Jody Latham, star of Channel 4 drama series Shameless, has opened a men’s young fashion indie and is planning a streetwear brand.

The actor, who played Lip Gallagher in the show until 2008, has opened a 1,000 sq ft store, Crew Urban Grooming, on Market Street in Rossendale, Lancashire. A third of the store is dedicated to clothing, with the rest evenly split between a tattoo studio and a men’s grooming salon. Brands sold include Gio-Goi, Luke, French Connection and Cloak & Dagger.

Latham, who set up the store with his partner Sarah Melia and with the help of family and friends, told Drapers: “Since I became friends with the people behind Gio-Goi a few years ago I’ve wanted to get into fashion. I enjoy being part of the industry and networking.” He said Crew Urban Company was not an off-price retailer but offered regular price promotions.

He added that he will increase the number of brands stocked but is limited by the size of the store. He said he would also launch a transactional website, which will stock more labels, including G-Star, Duck And Cover and streetwear brands Ringspun and Ed Hardy. The online store, which will be called Jodella.com, will go live in January.

Latham plans to open a second store in Hale, Cheshire, next year, and a store in Manchester at a later date. He will also launch an urban streetwear brand, called Jodella, in spring 12 and said he was “talking to designers” about the range.

Latham said: “I plan [for] people who buy the products [to] have a say in what future designs should look like. It’s early days but I’d like to involve social networking sites.”

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