Italservices SpA, the Italian company that designs, produces and sells the Met, Cycle, Heavy Project and It’s brands, has acquired the prestigious British brand, Fake London.

Desiree Meyer, who has designed the brand since its inception in 1995 in London, will collaborate with Italservices SpA as its creative director. The British brand, known for its ironic and radical chic style, is beloved by fashion mavens and celebrities such as Hugh Grant, Liam Gallagher and Gwen Stefani.

Italservices reported an 8% increase in sales for the first half of 2009, compared with the same period in 2008, and estimates closing 2009 with a turnover in excess of €70 million. With this acquisition the company expects to also increase its visibility in international markets that at present represent 35% of the company’s total turnover.

The first men’s and women’s Fake London collections will be available from FW 11-12 and will be distributed through showrooms in Milan, London, Düsseldorf, Paris and New York.

Says Moreno Giuriato, President of Italservices: “The acquisition of the Fake London brand is part of a strategic global plan that looks to project our company in international markets while maintaining our productive Italian coherence and the high quality level of our product and distribution standards, some of the key elements that brought us where we stand now.”

—Maria Cristina Pavarini