Gio Goi the brand

Gio-Goi emerged from the dance revolution that swept over Britain in the 1980s and 1990s, and soon became the label that key influential figureheads in the music and media industries wanted to wear, with the likes of The Happy Mondays, Blur and Oasis as their ambassadors.

A new brand with style and credibility for those in the know, Gio-Goi was born. Vivienne Westwood cited the brand as an inspiration, as it was voted best-selling label by The Face magazine.

Current holder of the Drapers’ “Fashion Brand of The Year” Award, British label Gio-Goi is famously worn by a new generation of Brit Rock stars, including Tom Meighan frontman of Kasabian, soul sensation Amy Winehouse and the Arctic Monkeys.

Pentland is proud to be an investor in this great brand.

With its exciting fusion of rock and fashion, rock star pals and library of late night tales, the brand’s cool swagger is as authentic as it gets. It has been duly recognised with Cool Brand status, the organisation that recognises Britain’s leading brands. The considerable strength of innovative, fashion-forward collections produced each season has spawned the dramatic increase of Gio-Goi’s international distribution and presence, enabling it to be a global brand.

Gio-Goi is synonymous with everything rock ‘n‘ roll. It is a label about youth culture and attitude and the clothing collections across men’s and women’s ranges reflect this. The brand’s philosophy strives to evoke excitement with everything it puts its stamp on. Simply, “It is what it is”.

This year, the brand commemorates two decades in the fashion business.

Gio-Goi will in essence show what it’s about by being the uniform of choice for musicians at the hottest music events and festivals in Europe, and DJs and clubbers dominating the White Isle of Ibiza, and at the event debut of Street Rocks in early 2009.

http://www.pentland.com/brands/gio-goi

(JOELY)