Giovanny “Gio” Valle, the CEO of Dimension G, stopped by to chat with us about his brand’s origins, apparel, impact on the scene, and more!
In a scene full of generic items and copycat trends, Dimension G has made miles of effort to be a diamond in the rough. This California-based apparel brand combines the elements of anime, electronic music, and gym life with unique designs by CEO Giovanny “Gio” Valle. Drawing inspiration from several popular niches in the electronic scene, his business has grown rapidly over the past four years.
With a focus on shop items representing the hard dance scene, Gio has also expanded his niche to include items representing other electronic genres such as house, techno, and drum and bass. Not only does the shop sell clothing items, but you can sport items like headwear, shoes, bags, and more at your next festival or show.
With Dimension G items seen at events like Project Z, Army of Hardcore events, and EDC Las Vegas, his brand also had international reach to Defqon.1 Festival. The brand has also been represented on-stage by local artists like Stetix, Missfits, Do or Die, and more. Additionally, you can catch Dimension G at the upcoming WAR Festival, where he’s set to host one of three stages.
Use our exclusive code “EDMID” for 15% off your next purchase. Listen below to the heavy kicks Dimension G celebrated with Stetix, and read on for an in-depth chat with Gio to learn more about his brand!
Stream STETIX – Cosmic Creativity (Dimension G Anthem) on Spotify:
Hi Gio, thanks so much for taking the time to chat with me. Congrats on your recent celebration of four years of business! I can’t wait to learn more about your brand and its bright future. As CEO, how did Dimension G originate, and what is your mission with it? Is there a story that goes with the brand’s beginnings?
I always wanted to start my own clothing line and had contemplated it for years. I just didn’t know how I was going to do it or finance it. I’ve been working as a Graphic Designer throughout my career with many companies. Eventually, I told myself I should be the one making money from my ideas and designs, not the companies I work for.
They made a ton of revenue from my work while I just got my wage, sound familiar? So I created Dimension G, the G stands for my name Giovanny, for those who are curious. The name Dimension because I wanted to mash things up as if it was a multiverse. Why limit yourself to one niche when you can find a way to combine them?
With so many small brands in the scene, it’s difficult to stand out. You’ve done a fantastic job combining elements of EDM, anime, and working out into your brand. Where do you seek inspiration for new, unique campaigns and items for your shop?
Inspiration comes from things I am interested in, and then I found a way to monetize it. I attend festivals, have been watching Anime since I was a kid, and I like to lift. It is easier to create something when you pretty much live it. I pay attention to current trends and see if it’s something I can incorporate into my brand.
Outside of artist merchandise, niche apparel and accessories in the scene are difficult to come by. Since your brand is one of few that makes these items, what do you hope for the future of the brand? Do you want to maintain this niche focus, or do you plan to expand?
I am going to keep expanding on my current niche, and I feel there is still so much I can do with it. As the business continues to grow and new doors open, who knows where I can take this. I want to grow it internationally to where I have high demand from other countries.
During the height of the pandemic, you co-hosted The Remedy podcast with Hardstyle Arena, where you spoke about hard dance and the challenges the scene has faced. What was this experience like being on the podcast? Can you expand on any challenges you mentioned and how it’s changed now that the pandemic has waned?
Being a co-host on The Remedy was a fun and learning experience. I was nervous the first couple of episodes since I had never done a live podcast like that. The other hosts, Sherief and Martha, were easy to talk to since we are all a bunch of goofballs, which made the interviews much easier. The challenge in the hard dance scene here is that it is not as popular compared to overseas. Trying to get international talent to play in the states is a long, expensive process. There has to be a demand for an artist, and you have to be able to market it. With no international talent able to play in the states for a couple of years, it gave a chance for the domestic talent to shine.
For my brand at the time, I switched my focus to creating designs for other genres. Since there were no hard dance events going on, it took that time to expand.
As an independent brand, what are the most challenging aspects of running a small business and the most rewarding ones?
The most challenging part for me has been coming up with the revenue to fund my business. As I am only one person and everything comes out of my pocket, no loans or investors. Now that my business has grown and has a big catalog, it takes more funding to restock and bring in new items. I get things mass-produced, which can take weeks to months, with thousands invested. While those items are in production, I can’t make revenue from them until it is completed and ready to sell. I pretty much do everything myself, from designing, sourcing, marketing, shipping, socials, and more. Being a small business in California, you have to pay a lot of taxes.
The most rewarding thing I would say is the freedom and working from home. I don’t have to commute or ask for days off. Within the last year, I went to El Salvador and The Netherlands and didn’t have to worry about a job denying me the days. I was still making sales while I was on vacay, it’s a beautiful thing.
I’ve seen you branch out via collaborations with Rave Box, Stetix, and hosting a stage at the upcoming WAR Festival. Are you open to collaborations with other artists and brands? Who would your dream collaborators be?
I met the Rave Box through the “Rave Night Market” they hosted, and I was a vendor. I kept being a vendor at their events and became really cool with them. They opened a physical location and are now the only store to carry my brand. Even did a collab hat, “Rave Dimension,” which we sold out fast.
I’ve known Stetix since before I even started my brand, and when I did, he was one of the first to support me. Later on, he became one of my brand ambassadors and had some cool ideas – one being the Dimension G Anthem. I would be the first brand with a hard dance anthem that he produced. Now how cool and unique is that!
Super excited to be hosting my own stage for WAR fest, such a stacked lineup. Glad I get to be more involved with this one. This could lead to bigger things in the future, maybe hosting my own event.
I am open to working with other artists and brands as long as it’s something that aligns with my brand. Dream Artist collaborators would be Angerfist, Radical Redemption, Riot Shift, Nico Moreno, Rooler, and Sickmode. Brand-wise, I would say Young LA, Darc Sport, Assholes Live Forever, and Hypland.
Outside of your online shop, are there places your brand are physically available and being promoted?
Only available on my site or at The Rave Box.
Are there any exciting releases you’ve dropped recently, and are there any we can look forward to?
The most exciting recent releases, I would have to say, have been the Bioheart Mini Backpack and the Anthem. Keep an eye out for a limited edition “Hardcore Por Vida” bomber jacket.
Follow Dimension G on Social Media:
Website | Facebook | Twitter | Instagram
