Reading Reuters’ news, we found this interesting article on Gio Goi. Apparently in the last 2 years they have sold a tremendous amount of inventory. Christopher Donnelly 37, co-founder of the brand told Reuters:

“Sales are going through the roof,” says Christopher, “In the last two years we achieved what it takes other brands 20 years to do,”

According to the article, Gio Goi is one of the top 3 selling street wear brands in Great Britain.

Note that they have been in the fashion industry for 20 years, they started selling T-shirts to party goers and they closed the company in the late 1990’s due to litigation. They re-launched the brand in 2005.

In a marketing gambit, they used the embattled frontman of Baby Shambles, Peter Doherty, to represent their 2007 collection, which included slogans “Drug Free” and “Too Much Rock and Roll”.

“Collaboration with an icon of the new generation of rock musicians who is also the boyfriend of supermodel Kate Moss has helped Gio Goi capture the market of “indie kids with skinny pants”, said Christopher.
The Donnellys say they were convinced Doherty, formerly of The Libertines, was right for their rock and roll brand as they often work with high profile bad boys of the music industry.
“We target rock and roll types. We have always chosen that route,” said Christopher, fondly displaying a framed Union Jack flag with the motto “The whole world is our playground”, a souvenir of the making of a Babyshambles video.”
Link to Reuter’s article