Sporting a brown T-shirt emblazoned ‘Gio-Goi’, former drummer of punk act The Sex Pistols, rocker Pete Doherty made his debut as the new face of the new label.
The 27-year-old Babyshambles frontman and fiancee of supermodel Kate Moss was showcasing clothes he inspired for Gio-Goi’s rock’n'roll spring/summer 2007 collection at a gig in the car park of the Selfridges department store in London.
True to his shambolic reputation, Doherty was more than an hour late, having apparently lost his way inside the store.
‘Sorry for the delay, I was in the specialities department,’ Doherty told the waiting crowd.
‘We believe Pete is a modern day icon. We got rock and roll vibes at Gio-Goi. So it’s a match made in heaven,’ Gio-Goi co-founder Chris Donnelly told Reuters.
