Johnny Diamandis was brought in to design and launch Fake London Genius, the seminal diffusion line from the established Fake London mainline. With no prior denim or sweats expertise in-house, Diamandis conceived and executed a pre-launch capsule, followed by the first four full collections

Fake London Genius became one of the earliest luxury denim-led casualwear lines, influencing a wave of imitators and gaining commercial success in global boutiques and key directional stores. The brand also showed on the runway during London Fashion Week. Diamandis oversaw all design, product development, seasonal presentations, reporting directly to Four Marketing Ltd. and the Fake London founder.

All selected design work and press below by Johnny Diamandis, with the exception of cashmere sweaters.