In previous Gio Goi blogs I have mentioned about their recent success in the fashion world. Moving on quickly from their preliminary graphic printed t shirts we have followed their transformation into a highly respected commercial fashion label. They released all the required categories including shirts, jackets, knitwear, sweats and then the hard to crack and complexe category of denim. Womenswear followed which is particularly hard with competition from high end fashion and high street fashion houses with incredibly competitive prices.

The next phase is gio goi asseccories. Gio goi have had some accessories in the past few seasons but to be honest they have been far off the mark in respect of manufacturing quality and design innovation. For Ss11 Gio Goi have changed all that and have released a range of asseccories that can be seen right now at field9.com. These include cotton bennie hats with printed block branding. Leather belts with studding and slogans. Webbed belts, wallets, socks,boxer shorts and gio goi bags.

The two gio goi bags that we have on offer at field9.com is the Reporter and the bandy. The reporter the larger of the two bags is a medium sized side bag. It is a zip up bag with the zip running the length of the bag. Branding is never far away with Gio and it's hear for all to see with the Gio goi white label style log in a large white print dominating this bag. This bag is based on the the old 70's style sports bags made by puma, gola and Adidas, very classic and stylish, We at field9 like it.

The Bandy is a smaller side bag, what many may call a man bag. The man bag style means its suitable for keys, wallets etc as apposed to a night bag or sports bag. It has some nice features and looks more modern compared to the classical looking reporter. The brandy has the newer block branding, smaller in size on the front with a water proof, technical zip up pocket. The inside has smaller pockets for things such as phones and ipods.

Field9 has launched a selected range of Gio accessories earlier than anyone else. Make sure you are ahead of the game!

Goo goi has been around since 1988 - as I'm sure many of you know through the 1988 logos and branding on much of the Gio Goi range. Not everyone remembers the first time around! The rave days at the hacienda night club, when the donnelly brothers were hitting up Manchester, mad chester or gun chester as it was referred to in the early 90's. The second time around Goi came back on the scene in the early 2000's and with gorilla marketing the Donnelly's got there brand everywhere. If Liam Gallagher was spotted in a pub by one of the brothers, the next time the bad boy rocker went for a pee he would be followed in, a Gio Goi jacket flung on him, a picture taken and then the Don's would have the cheek to ask for the jacket back. Marketing and and free publicity at it's best. Gio Goi didn't start out with much, as all new labels don't. With out a shadow of a doubt it was the way the two brothers went about their marketing campaign that got Gio Goi a foothold in the commercial fashion industry. Consumers start to notice a brand when they see it more and more. This is normally where a celebrity comes into play. A brand can be nowhere and then if the right celebrity is seen wearing it, over night the brand will be in demand. An example of this is Superdry and David Beckham. Superdry was around and people did know the name a bit but David Beckham was walking through an airport at a high profile transfer deal and was wearing the brad leather jacket. Over night the jacket was in massive demand and Superdry had moved to new levels. All the press and pictures showing the jacket put the name 'Superdry' into every house hold in the county and now Superdry is in just about every household.

Gio Goi did a similar thing but had to find celebs that we best suited to the brand. With it's music background and the bad boy image of the owners who better than the likes of liam Gallagher, Pete doherty and Amy winehouse. These people were in the media spot light for good or for bad and no matter what they were doing the Donnelly brothers made sure they had Gio Goi on them somewhere.

This was all very imaginative but the question I get asked all the time about Gio Goi is where did the name come from and what the hell does it mean? To start with, most people struggle to even say the name! Goi Goi, Goy Goy, Gee Gee! No I say: it's Gio Goi - (Geeow Gooy) Now that the brand is in it's second cycle and established in main stores up and down the country such as Selfridge's and Harrords, It doesn't really make a difference what the name Gio Goi means. It's probably just as well as because there is no clear reason. One of the brothers told me that when thinking of names he opened a book and dropped a knife and the letters that spell Gio Goi were the outcome. One thing we do know is that it's the Vietnamese name for Wind.

As Gio Goi has grown and matured the logo and branding has changed. In the early days the Gio Goi white line logo was on the front of most designs. This was imperative for getting the logo out in the spot light so people would see a nice garment and at the same time know who it was by. Now everyone knows the name the branding has taken a back seat and new block branding has replaced it. This still sticks out in the way they use contrasting colours but it's smaller and more discreet in size. The AW11 collection is branded with block branding in a bright lime green and it defiantly catches the eye and straight away you know it's Goi

Gio Goi is playing a large part in this years field9.com January sale. Every Item of Gio Goi clothing is at least 25% off and some up to 50%. Its not just the prices that makes this Gio Goi Sale immense, it's whats in it: these garments are winning pieces in this seasons range. Let's have a closer look at the sale.

Starting with the Gio Goi T shirts. There is the Tharmolay, Threes and the the Tonk. All cotton crew neck graphic tee's that were £25.00 now reduced to £18.75. There are also the Tringht, reduced from £24.00 to £18.00 and the Tode which was £20.00 and is now £15.00.

Moving onto the category that Gio Goi have excelled in in the last couple of seasons: the denim range. We have Demo in a real oil wash at £44.25 and Dapper in a solo wash. The dapper is one of the first drop crotch jeans on the market and is now only £41.25.

Another much improved area of the label is the jackets. They have detail and mature simplicity about their designs, losing the big branding. The Jetstar has to be this years January sale big bargain! The pleather hooded jacket was a great price in the first place but it's now reduced to an astonishing £44.99. The Jack is a long 3/4 cotton jacket. Very simple with the new block branding in contrasting yellow on the chest. reduced from £55.00 to £41.25.

In the casual shirt section the check long sleeve Swaine is a winner. We have it in two colours -black and blue - and reduced from £39.00 to £29.25; you are making a great saving.

If Gio Goi does it for you then you must have a look at our range and make some great savings.

Gio Goi is known for its graphic t shirts linking the brand with it's history of the 80's rave days in manchester, in particular at the renowned club the Hacienda.

Gio Goi has moved on from those days and powered in to denim which is a tough market to make an impact in. Gio goi branding has changed taking the brand into a more mature market. Gio Goi use to have large graphic logos on it's garments but this has changed when designing the jeans. Smaller block branding with the hascienda chevrons have replaced the old gio goi text often called white label. The white label branding was what brought Gio Goi to the forefront of the commercial fashion industry, im sure you will remember seeing it on the t shirts worn by Pete Doherty.

gio goi jeans have taken on this new block branding along with some new design features. Weather it's sinch back, pockets, carrot cut, drop crouch or the wash Gio goi are on the pulse with there new denim range. Gio Goi have taken there design ideas away from the over done pannel, and large rear pocket detail and are concerntrating on the shape of there jeans. They launched the Gio Goi dapper jean this Aw10 season. The dapper jean comes in different washed both lighter and dark. The character and detail of the jean is in the cut and shape. The crouch is low, which is the way many people have started wearing there jeans in the last few seasons. With the dapper jean there is no nead to pull your jeans down and wear them low on your bum!! the dapper does that for you. The tappered bottoms also add to the design and the unique denim now produced by gio goi. The dapper is described as a carrot cut. You can see what they mean with the wide top getting narrow at the bottom.

People are raving about Gio Goi, Literally, not in the dancing sense as the the brand built alot of it's reputatuion on. Gio Goi jeans Is moving into a new world. Does the industry like it? Do you? time will tell I guess. With sucess you have to taken some risk. Gio goi denim is more established now than it was two seasons ago, it has found it hard to break into this area of the fashion world, as many before it have! Can I introduce you to the denim jogger. Its pretty crazy but people are talking about it and I have a feeling it's going to work. It has the waist band and ankle cuffs of a pair of traditional jogging bottoms. The main body of the bottom is a light weight denim with the normal pocket detail on the sides and the back. can I introduce you to the gio goi deman denim jogger.

After a number of successful seasons using their faultless formula, Gio Goi have made a few changes to their designs and logos, this season. The classic 'White Label' tee has been replaced with the 'Rollmods' tee and the new deisgn captures the style of the new logo perfectly. Although the font remains the same a new chevron style design appears over Goi which lends an almost floral feel to the tee - ideal for spring and summer. Still keeping the Rock & Roll ethos, the classic 'Too Much Rock & Roll' slogan has had an update too. The cleverly crafted slogan is enough to make any wordsmith happy, especially at a time when wordplays have become commonplace in the world of retail and marketing. Idol-lies Rock&Roll models' sits nicely underneath the Gio logo, whether it's a suggestion that models are deceptive and fraudulent or whether it's advice on who should be getting our attentions during 'shrine time', we don't know. Either way we think it's a great take on an old classic and judging by the response we've had so far it's already a favourite. Plenty of colours to suit your mood so don't sleep on this one peeps, they're selling fast!