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Gio-Goi becomes denim-only in brand rejig

Streetwear brand Gio-Goi is to turn its mainline into an exclusively denim brand for autumn 11 as part of a wider shake-up of its portfolio.

Gio-Goi, which is associated with music and sports-inspired men’s and women’s wear, will no longer produce any sportswear under the eponymous label and will instead house all sports-inspired and music-inspired clothing in its Trakstar and Contraband sub-brands respectively.

Trakstar will have a stronger emphasis on logos and will be aligned with the club scene where as Contraband will be aimed at indie music lovers. “Contraband is [singer] Plan B and Trakstar is [DJ] Deadmau5,” a spokesman said.

The shake-up is intended to focus the Gio-Goi design teams and make it easier for stockists to retail. David Douglas, Gio-Goi chief executive, told Drapers:”We felt the brand was becoming too confusing within certain retail environments. Sportswear started to look misplaced within the denim line.”

Gio-Goi is on track to turn over in excess of £23m in the year to May 31, 2011 and is adding design and merchandising staff to its 60-strong team, Douglas said.

However, he said the company had felt pressure on its profit margins due to a 20% to 25% increase in input costs, which has only been partially offset by a 12% rise in wholesale prices.

Gio-Goi was founded in 1988 by brothers Christopher and Anthony Donnelly. It stopped trading in the late 1990s following a legal row with premium fashion brand Giorgio Armani over the Gio-Goi name but relaunched in 2005 following financial investment from Douglas.

The following year it developed a full clothing range endorsed by rock band Babyshambles frontman Pete Doherty and in December 2008 Pentland Group, the brand house behind Boxfresh and Lacoste, took a 20% stake in the company.

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