Gio Goi key account manager Juls Dawson has left the young fashion brand to set up his own brand and agency.
Dawson, who spent eight years at Gio-Goi, left yesterday. He will launch short-order menswear brand Friend or Faux for spring 12.
He said the debut collection will comprise printed T-shirts and sweatshirts, with further categories added for spring 13. Wholesale prices will range from £8 to £10 for T-shirts and £16 to £20 for sweats.
Dawson believes there is a gap in the market for a fast-fashion brand offering on-trend menswear pieces at “the right price”.
As well as Friend or Faux, Dawson will launch an agency called Just, initially to represent a soon-to-relaunch heritage brand and bring a new Scandinavian brand to the UK.
Just’s showroom will be located at 5 Standard Place, Rivington Street in Shoreditch, east London.