Why does he tell people he doesn't fancy me?

I went out with this boy about a year ago now and he dumped me because it just didn't work. I still fancy him and I know he still fancys me because he told me. But at school he tells people he doesn't and that he's moved on. I am always honest and will admit to fancying him but it's kind of embaressing because people feel sorry for me because they think he doesn't like me back. Why does he tell people he doesn't? Thanks xx