Gio Goi Clothing
Dodging the rain 'n' bullets since 1988, Gio Goi has become a benchmark for other main steam British labels. Founded in Manchester by the Donnelly brothers, Christopher and Anthony, the label first made it's name on the clubbing scene with revelers at the infamous Hacienda club in Manchester and various warehouse parties that reached punters in cities as far from the North as London. It was at these parties that the first printed Gio Goi t-shirts were snapped up and from there the label became synonymous with the music industry and, most notably, the rave scene. It didn't take long for the label to get noticed by other British designers - Vivienne Westwood was cited as being inspired by the direction of the brand - and, soon after, popular culture magazine the Face voted Gio Goi as best selling label. Whether you call it Gio-Goi, GioGoi, Gio Gio, Goi Goi or even Goi Gio there's no disputing that today Gio Goi (pronounced Gee - like geese - O-Goy), has grown to an international level with endorsements from what reads like a who's who in the music world.
The brand reaches out to varied groups of music fans and fashion lovers. Whether you're a rocker, a raver, an emo or an indie kid, chances are you'll have at least one piece of Gio Goi in your wardrobe. And, if you haven't already, campaigns with the likes of Pete Doherty, Amy Winehouse, DeadMouse and Rhys Ifans will give you one or two reasons to go out and get some! Gio Goi started out in the 1980's with it's basic Gio Goi T Shirts. These were simple crew neck graphic screen printed t shirts. Today it is much more than that! The old slogan use to be 'it is what it is' but the label has developed since then, and together with a host of categories and ranges to choose from, the new slogan ' Live who you are, we are Gio Goi' shows the future of the brand: the fact they know where they are at and what their identity and place in the fashion market is.
Gio Goi Clothing now ranges from Gio goi jackets and Gio Goi jeans to Gio Goi knitwear and accessories such as gio goi bags. The gio goi denims have recently come a long way with the revolutionary dapper jean. The Dapper is a drop crouch carrot cut jean and was accompanied by the denim jogger which is massive on the fashion scene now. In the Gio Goi jackets department they have done well to launch some well designed jackets at low prices - the Jack jacket is an example of this: a stylish 3/4 cotton mack with simple contrasting block branding, ideal for one of those notorious gio style raves or a visit to a damp British summer festival!
Whats next for Gio Goi? Gio Goi used to have Manchester, London, Tokyo and New york on the back of hoodies and Gio Goi T shirts. Manchester is obviously where the brand started and some say Tokyo is where the name comes from. London is now where the brand is run from - the fashion capital of the UK. What about New York and Europe? In Scotland in 2010 the first gio goi standalone store opened in Aberdeen; will this trend follow to Europe and overseas? We will have to wait and see.
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