Rocker Doherty follows in Moss' footsteps with Gio-Goi deal

Gio-Goi, which was founded by Chris and Anthony Donnelly, has undergone a revival since relaunching in 2005, having inked clothing deals with The Streets and Arctic Monkeys. The label had similar deals in the 1990s with the bands Oasis and Primal Scream.

Anthony Donnelly, co-founder of Gio-Goi, said: "Pete looks fantastic as a model. We are very excited and we look forward to having Pete's influence as a rock icon in the design process."

Chris added: "Pete wants to get involved in designing a range for himself which would consist of mod-inspired creations and tailored suits. It's a major coup for us.

"We believe Pete is a modern-day icon. We've got rock and roll vibes at Gio-Goi, so it's a match made in heaven."

Doherty unveiled his creations during an impromptu gig in a multi-storey car park near Selfridges' department store in London yesterday.

It is the first time that Doherty, formerly in The Libertines, has endorsed a designer label, but he is a known fan of various cult British designers including Fred Perry and Burberry.

He will also appear in a forthcoming special edition of Vogue, which will mark 90 years of the UK title.

Doherty's band Babyshambles released its latest song 'The Blinding' on December 4.

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