Jim Gray was toppled, along with his lieutenants, in a ruthless move by the paramilitary organisation.

Loyalists were last night waiting to see if it would be a bloodless coup or would provoke a new shooting war on the streets of Belfast.

One source said: “If the UDA want to be taken seriously and move on they had to get rid of Jim. But if they wanted violence they would have just shot him.”

Gray, 43, was one of six so-called brigadiers running Northern Ireland’s largest loyalist terror grouping. With his bleach-blond hair, heavy gold jewellery and all-year-round tan, he rivalled Johnny “Mad Dog” Adair as the most striking UDA chief. His looks earned him the nickname Doris Day.

But he was removed from control of the East Belfast unit, where his men were known as the Spice Boys, after complaints reached leadership level.

A statement issued yesterday confirmed: “As from 12.30pm March 30, 2005, the Ulster Defence Association has stood down the current leadership of the East Belfast UDA until further notice. To dispel any confusion, the East Belfast UDA are now under the direct command of the Inner Council.”

Gray, who has been questioned several times by detectives in Belfast, survived an assassination attempt 2½ years ago. A gunman shot him in the face as he went to the home of a murdered rival at the height of a loyalist feud that claimed several lives. The attack in September 2002 came soon after Adair and Gray fell out during the power struggle.

Now both men have been expelled as the organisation, which says it is on ceasefire, attempts to restore its tattered image.

One former drinking partner said that those who served under Gray became fed up with his leadership style. “The rank and file complained about him and there was an intense investigation over the last few days,” he said. “Homework was done to make sure the complaints were legitimate and then the position was clear. Jim’s position was basically untenable.”

Gray bought the Avenue One bar that acted as unofficial UDA HQ from finances which former associates suspect are now under scrutiny from the anti-racketeering Assets Recovery Agency. His apparently crumbling business empire will not hurt as much as the blow to the loyalist credentials of a notoriously vain man.

Gray never tried to blend in with his fiercely working-class surroundings. While husbands and fathers trudged through east Belfast’s backstreets to clock in for long hours at the shipyards, he acquired a taste for the jet-set lifestyle.

His appearance set him aside from the typical loyalist hardman. Even Adair, whose own fashion statements often provoked ridicule, took offence at some of Gray’s outfits. “Jim would arrive at meetings in his pink jumpers and Johnny would go mad,” one source said. “He’d be ranting ‘That’s some image for our organisation’.”

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