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Gio Goi

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Gio Goi

`Under the Influence`
Gio-Goi (pronounced `Gee-O Goy`) is a UK fashion brand created in the 1980s, and relaunched in 2005. It was founded by brothers Anthony and Christopher Donnelly.

The label has its roots in the Madchester band scene of the late 1980s, which mixed indie rock and dance music. The Donnelly's started out selling clothes and memorabillia at clubs and raves in Manchester, notably at The Haçienda where they began supplying clothes for The Happy Mondays singer Shaun Ryder, Oasis, Blur, Primal Scream and New Order. After a legal battle over the legality of using `Gio` in its branding by Giorgio Armani, the Donnelly's decided to end producing.

Gio-Goi relaunched in 2005 after new financial backers were keen to revive the iconic brand. It is now famously worn by a new generation of Brit Rock stars, including Pete Doherty, Calvin Harris, Mike Skinner, Tom Meighan frontman of Kasabian, Amy Winehouse and The Arctic Monkeys.[1] In their 2007 Spring/Summer range, Gio-Goi collaborated with Pete Doherty to create a colourful range of Tshirts sporting slogans such as 'Drug-Free' and 'Too Much Rock & Roll'. The line was exclusively available from Selfridges in London on December 7 2006 for 30 days and was released to selected stores thereafter. [2]

In December 2008, Pentland Group bought a 20% stake in Gio-Goi. Pentland's chief executive Andy Rubin said the tough climate in 2009 would present huge opportunities for those in the sector willing to step up to the plate. He said: 'This is a very positive investment in a growing brand which is win-win for both sides. This is a strategic investment for us. We think Gio-Goi has been doing a phenomenal job.' [3]

Gio-Goi is the fastest growing fashion brand in Great Britain and one of the top 3 streetwear brands in the UK.