I grew up in London, in a Ghanaian household where everything had life. The music, the food, the energy. It was vibrant, loud, and full of flavour. I was raised on a council estate, humble beginnings, with my mum always working to keep things together. Most days were spent outside...riding bikes, rapping in the street with a beat playing from our Blackberry's, just finding our fun wherever we could.
Even though we had no money for ourselves, I always cared about what I wore. I’d make it work. Tracksuits were my go-to. Baggy, boxy fits that looked right when I was on my bike. As we got older and started earning a little, I began saving for statement pieces. Usually jackets. I’d spend everything on one, then mix it with cheap, plain pieces in different colours so it never looked like I was wearing the same thing twice. That’s where my love for clothes really started.
Some of my best memories are from those days. Being in my bedroom with my brother and cousins, recording ourselves rapping. Everyone would borrow my jackets for the video. The energy was something you can’t really describe. The most beautiful part was my mum never complained about the noise. She loved having us home, off the streets, and deep down, I think she knew that kind of energy was too powerful to interrupt.
London style always spoke to me...street at its core but clean in execution. A jacket that hugs the waist, loose trousers, fresh white Air Forces. Simple, but it had presence. As I got older, life pushed me toward something “safe”. I ended up working in banking. First in London, then Amsterdam. It was stable, respectable… but it never felt like me. My love for fashion and music got pushed aside until I couldn’t ignore it anymore.
It usually takes hitting your lowest point to find your direction again. When I hit mine in 2024, I decided to take a leap of faith...literally. My faith, and the one my Ghanaian mother instilled in me, became the fuel. I left banking to build something that felt true to who I am. That’s how GYIDI MU was born.
GYIDI MU means “self-belief” or “to have faith” in Ghanaian. For me, it’s a reminder that faith moves mountains, especially the ones inside us.
I moved to Amsterdam three years ago, and I’ve found myself here. Drawn to its openness, culture, and unrestrained creativity. Last year travelled to Porto to find manufacturers who shared my values and built the brand from the ground up, even when things got tough. My savings disappeared faster than I planned, and there were moments I didn’t know how I’d keep going. But I did with faith, perseverance, and help from people who believed in the vision.
Our first collection, now our Essentials Collection, was born from that experience. Every piece is made with high-quality fabrics, thoughtful cuts, and timeless shapes. Designed for those who appreciate detail and craftsmanship. Guys who still love that London silhouette, but now prefer refined fabrics and cleaner lines.
Alongside our essentials, I release limited campaigns that tell stories. Like our first drop, “Faith in Motion,” which I shot in Italy with a classic Ferrari where I was able to really do something for my inner muse. Playing with different colors, fabrics & silhouettes. A full-circle moment for me bringing together my influences, my journey, and my vision.
GYIDI MU is more than clothing. It’s for anyone who’s ever doubted themselves but kept going anyway. For those who believe in their vision, even when no one else can see it yet.
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Jordan Montgomery, Founder