Gio-Goi is a fashion brand that has its roots firmly in the ‘Madchester’ band scene of the late 1980’s which showcased the best of indie rock and dance music of that era. The company was started by two brothers the Donnellys from a scrap metal family who had no experience in the fashion field, but they did have an eye for ladswear and experience in the rave culture in Manchester and London.

Their foray into fashion was boosted by the brother’s street knowledge and connections in clubland where they sold their t-shirts to party goers. From then on they built up the company with its roots in dance music and in football. There were also early celebrity endorsements from their friends like Shawn Ryder from the Happy Mondays plus the opportunity to dress some of the most popular British rockers of that era; Oasis, New Order, and Primal Scream.

However after early success it wasn’t all plain sailing for the Donnelly brothers and their company Gio-Goi, in the late 1990’s they found themselves in litigation with fashion giant Armani over the rights to use the Gio name. Unfortunately for the popular fashion brand this caused the company to cease trading.

Fast forward to 2005 and Gio-Goi was back up and running after fresh investment and the company could once again ride the waves of the popular music scene and this time the revival of guitar rock music in the UK. From then on the company has continued to grow following their successful pattern of mixing fashion with music.

Many of the celebrity endorsements the company gained were simply from the love of the brands fashion, the unique selling point is that the company don’t have to pay celebrities to wear their clothes like so many of their competitors have to, the celebrities actually want to wear them.

Gio-Goi have had Pete Doherty the Babyshambles frontman as the face of their fashion collection in the past which gave them wide press appeal considering Pete’s constant battle with drugs at that time. Gio-Goi took inspiration from the singer with t-shirts featuring slogans such as ‘Drug Free’ and ‘Too Much Rock and Roll’. The company aren’t afraid of working with the ‘bad boys’ of rock and roll and have always chosen them to help promote Gio-Goi to the masses.

Always moving with the music scene as it changes in the UK Gio-Goi has recently seen a movement from heavy rock back to their clubland roots again working with the likes of Plan B, Chase and Status, Tiesto and DeadMau5 . Their current backdrop for their latest line is Gio-Goi’s interpretation of the summer of love but with an edge and features festival fashion in a kaleidoscope of bright bold colours and inspiration from hedonistic long Ibiza nights and the favourable club music scene.