Gio Goi - a brief history

Dodging the rain 'n' bullets since 1988, Gio Goi has become a benchmark for all other British labels. Founded in Manchester by the Donnelly brothers, Christopher and Anthony.

Donnelly first made their name in the world of dance culture, hosting some of the first warehouse parties in Manchester and London, their knowledge of street-level culture helping to influence the rise of the dance phenomenon. At the same time the Donnelly brothers put their energies into the unofficial side of the music and merchandising industry building a lucrative business from the saIe of printed t-shirts and other memorabilia. A reputation for quality was quickly formed.

The entire fashion world was talking about Gio-Goi, Vivienne Westwood cited the brand as an inspiration as it was voted best selling label by The Face magazine. The rest of the fashion industry looked on with disbelief; Gio-Goi found itself rising to challenge the big labels of the day but it wasn’t long before the stars of fashion, music and media were banging at their door to associate themselves with the brand. People everywhere were drawn to the rich history the brand has especially in the roots of music and Gio-Goi went on to enjoy worldwide success.

Soon this reputation attracted interest from several record companies, Factory Records in particular, which approached Anthony And Christopher for assistance with their merchandising. Despite their lack of formal training in this field, it soon became apparent that the brothers had a natural talent that was waiting to explode.

Gio-Goi is the most notorious fashion label that is inextricably linked to the music industry: The Streets, Arctic Monkeys, Hard Fi, Primal Scream, Robbie Williams and Pete Docherty (with band The Babyshambles and formerly The Libertines) are just a few of the names that have been associated with the brand recently.

Gio-Goi has also collaborated with the world’s most famous super club, Cream to design their official Cream Ibiza Merchandise. Gio-Goi has caught the eye of stars such as Amy Winehouse, Liam Gallagher, Enemy and welterweight boxing champion Micheal Jennings for whom Gio-Goi sponsored with a championship outfit.

The label continues to grow and is being worn by big stars involved in everything from the underground dance scene to rock n roll festivals and concerts such as Glastonbury and v Festival. The perfect way to give your wardrobe an instant injection of attitude is to invest in GioGoi.

In 2005 Gio-Goi came back into the fashion industry with a vengeance, intent on reclaiming their position within the market place they took the music industry by storm working with some of the most prolific icons of our day.

The brand is once again the rock bands favourite and are renowned worldwide as the brand that posses style and attitude.

Gio-Goi. It is what it is.