Gio-Goi co-founder Anthony Donnelly has left the brand to focus on two new streetwear labels.
Donnelly and his brother Christopher launched Gio-Goi in 1987, and received further investment in 1995 when USC co-founder David Douglas came on board, who later became chief executive.
Although Christopher is still heavily involved in Gio-Goi, his brother now has no involvement in the day-to-day running of the streetwear brand.
Anthony still owns a stake but neither he nor Gio-Goi would disclose the percentage.
Anthony has moved on to pastures new with the launch of his own pair of streetwear brands, Mas-if and Your Own (YO), telling Drapers he was going “back to his roots”, as both are heavily influenced by the music scene, as Gio-Goi was when it launched.
Men’s short-order brand YO launched on River Island’s website in August, and features a range of graphic T-shirts, vests and jackets.
“Rihanna has also just signed to River Island – for them to embrace us and Rihanna at the same time is amazing,” said Donnelly. He declined to name other stockists but said 44 had signed up so far.
Men’s young fashion brand Mas-if was revived for spring 12 after lying dormant for 20 years. It launched in Bank but Donnelly said he also had interest from other multiples.
Both brands are being run under production company Donnelly24.
Meanwhile, a film on the Donnelly brothers is planned. “We’re doing it so we can fill it full of product,” said Donnelly.