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New TV series will tell story of Gio-Goi founders

The founders of menswear brands Gio-Goi and Your Own are to be the subject of a new TV series co-written by Trainspotting author Irvine Welsh.

Anthony and Christopher Donnelly founded streetwear brand Gio-Goi in 1987, when they were heavily involved in Manchester’s music and football scenes.

They sold a minority stake to USC founder David Douglas in 2005 and a majority stake to Pentland Brands chairman Andy Rubin in 2008, before walking away from the brand altogether in 2012. They launched young fashion label Your Own that same year.

In 2013 Gio-Goi was bought out of administration by JD Sports Fashion.

The series, Too Much Rock ‘N’ Roll, is being co-written and produced by screenwriter and producer Dean Cavanagh and will follow the lives of the brothers from childhood to present day.

It will look at how they moved from living on a Manchester council estate and ticket touting at Old Trafford into fashion, as well as their involvement in the acid house scene, the rise and sale of Gio-Goi and the launch of Your Own.

Anthony told Drapers the series will not focus too much on the past: “[The filmmakers] identified us as key players in the acid house and football scenes, but it’s not just about looking back; it’s also about the building of Your Own and what we’re going to do next.”

It is understood filming is already underway and a feature-length film is also in the pipeline.

The series is being produced by UK firm Keo Films. LA-based TV company Content Media will distribute it internationally.


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