Black White New York Old Fashioned Simple Bed Decorations Our House – The Gio Goi Clothing Family

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Our House – The Gio Goi Clothing Family

Manchester in the 1980s was an exciting place to live. ‘Dodging rain and bullets’ as Chris and Anthony Donnelly put it. A revolution was taking place in the city’s nightclubs, and the brothers were in the middle of it. Their world, as well as ours, would have been a very different place without it.

Gio Goi was born out of Donnelly’s love of electronic house music. Today, they remember being in New Order frontman Bernard Sumner’s place where they first heard the pulsating drum beats and synths. They were instantly hooked, and as they and other advocates championed the music to their friends, club nights dedicated to it sprang up across the city, including at the fabled Hacienda club run by Manchester legend Tony Wilson.

House music is in Gio Goi’s blood. The pulsating tribal rhythms, a fusion of black and white American influences, originated in Chicago and migrated to New York, where visiting British DJs like Mike Pickering heard them in clubs like The Paradise Garage. Acting as cultural scouts, these DJs brought rare white label records back to England and spun them for appreciative audiences, sowing the seeds of what would become known as ‘The Second Summer of Love’.

Anthony and Chris created clothes to match the house music vibe – zip-up tracksuit tops and t-shirts that celebrate the clubbing vibe. Soon they began selling these clothes to friends and family at The Hacienda, creating a community spirit that elevated the brand to identity status.

House music enjoyed its euphoric heyday in the early nineties before giving way to a new wave of musicians; Gio Goi was true to his roots and recognized something special in these new graduates. Soon they were rolling with the likes of The Happy Mondays and Oasis, rubbing shoulders with the glamorously debauched Pete Doherty and Amy Winehouse. While all this was going on, house music continued to grow in the warehouses and clubs, exploring fresh techniques and rhythms to keep people dancing late into the night.

Now a new generation of DJs and dance music stars have been unleashed to appreciative audiences, including Deadmau5 – something of a figurehead for the dance revival. He and Gio Goi have worked closely together to keep their respective art forms at the forefront of innovation over the past few years; Deadmau5 has even modeled new ranges for the brand.

Speaking of which, the current range at Gio Goi consolidates past glories but brings it up to date with a refreshed color palette and silhouettes designed to reflect the metropolitan, multicultural environment we find ourselves in. Matte colors and natural fabrics underpin the bold, ‘in -your-face’ prints; vibrant shades of orange, sigma blue and true red are pushed to pride of place on knit polos and the ubiquitous Gio Goi t-shirts. The cuts are also slimmer than before, revealing rock and roll’s rejuvenating influence on the brand.

Gio Goi is a rare breed: a brand that stays true to its roots but is able to adapt to new influences and environments, keeping the music scene dressed in the latest styles. Like the coveted white labels that the first house DJs brought back from America, Gio Goi’s new line of clothing is freshly pressed and soon to make a big impact on the underground scene.

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