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Gio Goi’s Dawson leaves to set up label

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.

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