The same team that took USC to market are the brains behind Gio Goi – I just figured this out; go on lads, nice work.
USC once upon a time was a wee company operating out of (if my memory serves me) a warehouse in Livingston (West Lothian) – they went on and opened stores all over the UK and at its peak sold it on. But the boys didn’t chuck the cash in the bank and live off the interest in the Cayman Islands they went back to work; creating one of the most sought after brands on the UK high street.
I wish them every success – having met one or two of them (admittedly 15 years ago), they are like a dog with a bone and come what may, they’ll make it a huge success. Like it or loathe it you have to admire the fact that they know their market and pander to it beautifully.