A fashion and shoes label that was recently reinvented following its music and media popularity in the 1980s and 90s has turned to music for its new ad campaign.

Gio-Goi, which was widely seen as one of the most stylish and influential labels emerging from the dance revolution, is to channel this heritage for upcoming activities, Drapers reported.

This approach is crucial for interacting with a young audience rather than “shoving marketing down their throats”, said the brands PR and marketing manager Jami Speck.

“Young people dont like being told what they should wear,” he was quoted as saying by the publication. “You see some brands marketing themselves in an area that has no relevance to what theyve done in the past.”

This summer, Gio-Goi is expected to commemorate 20 years in the business by outfitting various musicians and DJs at festivals.

According to the company, it is also set to launch an eyewear collection in the near future.

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