Gio-Goi has since 1988, as a fruit of the dance and club scene, represented and celebrated the music as a lifestyle. The clothes and the people in them reflect the brand's philosophy and has, for over two decades, went far beyond London's underground scene. Gio-Goi is today worn by Plan B, Deadmau5, Calvin Harris, Rihanna, Arctic Monkeys and Pete Doherty.