Gio Goi was founded by the brothers Christopher and Anthony Donelly in Manchester in 1988. Gio Goi’s slogan “it is what it is” reveals the relaxed attitude of the brothers, who first became famous within the underground party culture in Manchester and London, being among the first to organize warehouse parties. Besides putting their energies into the music and promotion industry, the Donelly brothers started to invest their time in designing print t-shirts and other utensils for men. Their reputation for high quality work was established fast, drawing attention of various record labels such as Factory Records from which they would receive help with merchandizing. With a new start in 2005, Gio Goi managed to take over the market once again, showing that their label as the perfect unification of fashion and music. Worn by artists such as Pete Doherty, The Streets, Arctic Monkeys or Oasis to name only a few, confirms this far reach.