Mixing Music and Style with Gio-Goi
Few brands have made links with the British music scene as strong as Gio-Goi. The ultra-hip British fashion label laid down its roots in the 1980s and 1990s and supplied the Britpop and dance acts of the Madchester music scene with cool apparel. Gio-Goi started life when brothers Antony and Christopher Donnelley began designing clothes for their musician mates and selling their garments at clubs across Manchester including the legendary Hacienda club. The bright, retro inspired designs were born out of the florescent rave scene and dirty rock clubs which emerged during this time and Gio-Goi’s apparel epitomised the sharp style of both music scenes.
Gio-Goi’s association with the music industry is clear as the brand has loads of celebrity fans and it seems anyone who is anyone in the music business chooses to wear Gio-Goi’s clothing. Famous fans include Amy Winehouse, Calvin Harris, Arctic Monkeys and Kasabian as well as Britpop legends Oasis, Blur and The Happy Mondays. Hell raising pop starlet Lilly Allen has modelled for the women’s range of Gio-Goi clothing and indie king Pete Doherty has designed his own signature range of t-shirts which first went on sale in 2006.
It’s not just the music industry who recognise Gio-Goi’s fashion credentials though, the grand dame of innovative fashion herself Vivienne Westwood has cited the brand’s funky street wear as an inspiration. The high praise continues as Gio-Goi was awarded the Drapers Fashion Brand of the Year in 2009 which proves that even after more than 20 years in the fashion industry, the brand are still riding high. Gio-Goi also won recognition from the super trendy magazine The Face who crowned the brand best-selling label. Although the Donnelley brothers are still at the helm of Gio-Goi, in 2008 global brand management giants the Pentland Group bought a 20% stake in the company to ensure its longevity.
So are Gio-Goi worthy of all the praise and fuss? In short, yes. From their early days of producing t-shirts and club wear Gio-Goi have diversified and now create stylish ranges of denim, footwear and accessories including smart belts and trendy oversized beanies. The ranges epitomise Madchester rock and roll cool and the brand’s range of signature t-shirts feature loud colours, massive logos and quality cuts. As well as Gio-Goi’s bright tees and track tops which are ideal for gigs and clubbing, they also produce a range of more understated garments which include unique polo shirts, chilled out joggers and office-friendly smart shirts and jumpers. Gio-Goi have nailed outwear too as their range of jackets, light track suit tops and chunky knitwear show off the brand’s talent for encapsulating effortless cool. All of the outerwear range would look equally at home whether you’re having a quiet drink in the pub or rocking out on stage.
Reem Clothing have a comprehensive range of Gio-Goi clothing including the latest ranges of t-shirts, jumpers and accessories so you can perfect your rock star look and have your new garments delivered direct to your door.