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Gio-Goi is the designer fashion brand of brothers Anthony and Christopher Donnelly who first got noticed in the world of dance culture, they hosted some of the very first warehouse parties in London and Manchester, it was through their in depth knowledge of street-level culture that they helped to influence the rise of the dance phenomenon.

The Donnellys also put a lot of effort into the unofficial side of the music merchandising industry building up a lucrative business from the sale of printed t-shirts and other memorabilia. They quickly gained a reputation for quality, this attracted interest from several record companies, Factory Records in particular, which approached Anthony and Christopher for assistance with their merchandising, despite a lack of formal training in this area, it soon became obvious that the brothers had a natural talent in this field.

Partly due to these origins the Gio-Goi label has inseparable bonds with the music industry: The Streets, Arctic Monkeys, Hard Fi, Primal Scream, Robbie Williams and Pete Docherty of Babyshambles are just a few of the names that have been linked with the brand.

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