Gio Goi have launched a collection of t-shirts for the World Cup. Gio Goi has always been a brand of the street, equally at home in the pub and the football terraces. Perhaps it’s something to do with its northern charms, but the down to earth nature of the brand has made it a hit with edgy musicians like Pete Doherty to the bloke headed off to a Saturday match wearing a Gio Goi t-shirt. Gio Goi Roots in Dance and Football Gio Goi is a brand set up by the Donnelly brothers who were instrumental in the rave scene in Manchester in the early nineties. The brothers hosted major warehouse parties across the city and became associated with some of the biggest musicians of the time. The partnership of music and fashion began as the Donnelly’s struck up relationships with the likes of Sean Ryder. Christopher Donnelly told Reuters news agency about why they decided to set up the Gio Goi brand: “We decided to go into the clothing game. We believed we had an eye for the lads wear. Our brand has its roots in dance music and in football.” World Cup T-Shirts The football links have been built on over the years with various promotional videos to promote Gio Goi t-shirts and footwear, such as the one featuring the world freestyle football champion John Farnworth. And for the 2010 World Cup, exclusive Gio Goi t-shirts have been launched. The brand has opted for the slogan ‘Show your true colours’ so wearing a Gio Goi t-shirt is akin to announcing your football allegiance. There’s no doubt many fans will be sporting the Gio Goi t-shirt over the summer whether they’re in South Africa or not. An Iconic Brand The fact that the Donnelly brothers are big fans of football, dance and fashion has ensured the Gio Goi brand has its feet firmly on the ground, and its success has to be in part down to the fact unlike other designer brands, it’s always been accessible, tapping into the true passions of British men. The Donnelly brothers didn’t come from a celebrity background although they became celebrities in their own right - their family ran a scrap metal business. And it’s perhaps this down to earth outlook that has helped create a fashion brand of the people. Now Gio Goi t-shirts have taken on something of an iconic status in the world of British fashion. Find a fantastic range of Gio Goi t-shirts and casual wear at Hype. We stock only the best brands at fantastic online prices.