Pete Doherty launched a range of menswear yesterday with a Babyshambles gig in the car park of London department store Selfridges.
The singer is the face and inspiration for the collection from Manchester label Gio-Goi.
Despite turning up over an hour late, he and his band performed a four-song set at the launch.
"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.
Gio-Goi, which was re-launched in 2005, dresses acts including The Streets, Arctic Monkeys and Paddingtons.
