Fake London Genius

The iconic Fake London was founded in 1994 and by the late 90's had become a cult luxury fashion brand famous for its customized cashmere sweaters and selling in key stores and boutiques worldwide. The denim-based diffusion Fake London Genius line was introduced in 1999. Genius became a big hit due to its pioneering design and treatment of denim and knits and was hugely influential and much imitated within the industry. Johnny Diamandis was recruited in 1999 to start up and design direct the Genius line before departing in 2001 to join Burberry.

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