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Gio-Goi emerged from the dance revolution which swept over Britain in the 80's and 90's, and soon became the label key influential figureheads in the music and media industries wanted to wear, famously worn by a new generation of Brit Rock stars, including Tom Meighan frontman of Kasabian, soul sensation Amy Winehouse, 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.

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