Famed Manchester fashion brand Gio-Goi has launched a new collaboration with sportswear giant Umbro - paying homage to their roots with nods to both acid house music and football culture. The new range has launched to coincide with the World Cup 2022.
Gio-Goi was first launched by Manchester brothers Anthony and Christopher Donnelly in 1988 at the height of Madchester's rule over the music world. Now the label is being powered forward by the Donnellys' sons, who have modelled some of the new Gio-Goi x Umbro collection.
The range aims to blend the brothers' connections to both Manchester United and Manchester City as well as dance culture. And it is a particularly fitting collaboration for the lads, who grew up in Benchill, in the shadow of Umbro's former HQ in Wythenshawe.
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Christopher’s son Leon Donnelly and Anthony's son Dylan Donnelly have now taken the reigns of the label for a series of planned new launches. They have modelled two of the new signature tops from the range, a navy shirt style and a football top that uses a blur of blues, reds and purples as an homage to acid house culture as well as the blurring of Man City blue and United red.
Anthony says: "It's great handing the reigns over to Leon and Dylan, they're on the ball literally. The collection with Umbro is the first of many high profile collaborations the lads have planned."
The collaboration coincides with the World Cup kicking off as Anthony says it aims to show: "It’s global it’s everywhere and it’s two Manchester companies, we're the greatest city in the world."
He added that he and his brother continue to support the brand supporting their sons. He said: "We’re in the background still keeping an eye on the finances."
The new Gio-Goi x Umbro range is available now online from Umbro direct and from stockists including Scotts Menswear. Football jerseys start from £50, drill smocks at £80 while jackets are £100.
Bucket hats and beanies are also available, priced from £35 - £45.
In the description of the range online, it says: "Celebrating English football culture alongside classic sportswear staples, Umbro collaborate with Gio Goi."
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