In 1987 he struck out on his own and launched Destroy, a diffusion line consisting of t-shirts and jeans that came in at a far more affordable price range compared to his pricey mainline. The first collection was all about the more for way of thinking and the denim came in packs of eight with t-shirts and jackets that offered a different look to his popular, expensive leathers. Word got out to packs of cool kids across Britain and in no time, Destroy matched the John Richmond label in popularity. Through Saverio Moschillo John was able to produce his collections at Falber Confezioni based in Forli, and use Moschillo’s global distribution network with showrooms across the world. The high quality of Falber’s production, the strength of the Moschillo showroom and staff, and above all the mutual respect and trust between the two partners are the key to the brand’s success.
The current collections are organised in two lines: the main line “John Richmond” and the diffusion line “RICHMOND”, featuring both a prêt-a-porter and denim range. The variety of products is expanding continuously: in addition to eyewear, underwear and beachwear collection, the junior line and footwear, in 2009 the launch of the “John Richmond” and “John Richmond for Men” perfumes signed the grand entrance of the brand in the beauty universe, followed shortly by “Viva Rock” young feminine fragrance. John Richmond and RICHMOND items are entirely Made in Italy, and distributed through Moschillo’s efficient showrooms network, located in all the most important and prestigious location in Italy and abroad: Milan, Naples, Rome, Paris, Dusseldorf and New York.