Dodging the rain 'n' bullets since 1988, Gio Goi has become a benchmark for other mainsteam British labels. Founded in Manchester by the Donnelly brothers, Christopher and Anthony, the label first made it's name on the clubbing scene with revellers 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 synonomous 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 endorsments 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, DeadMaus and Rhys Ifans will give you one or two reasons to go out and get some!