Legendary Skate Brand Teams Up With G-SHOCK For Exclusive May Release
Casio G-SHOCK and purveyor of hard-to-come-by goods brand HUF announce the release of their collaborative time piece celebrating shared principles of rebellion from mainstream, perseverance and a passion for craftsmanship.
The limited edition HUF timepiece is built on the platform of the skate-inspired GD400 with its bold metal face protector, extra tough lug band attachment, and super illuminator LED. The collab turns it up a notch and takes it to the streets with an etched band inspired by “cracked concrete”, an all-over black out colorway with black IP metal parts, and HUF logo etched on case back and appearing in the LCD display when the light is activated. Additional functionality includes 48-city world time, 5-daily alarms, countdown timer, stopwatch as well as military 24-hr time format option. Standard with Casio G-SHOCK toughness, this vital timepiece is Shock and 200-meter Water Resistant.
Driven by the ideals of self-expression and the freedom for individual belief, HUF’s mission parallels those of the Casio G-SHOCK brand. The long-term bond between the brands spans decades complementing one another through various avenues of creativity and culture, bridging together the most respected in skateboard, street wear and sneaker communities. This relationship ultimately led to a timepiece that excels in durability and functionality that withstands the environments that they’re built for.
For HUF’s new collaboration with G-SHOCK, the desire was to create a custom piece that was not only both timeless and wearable, but also spoke to the heritage of both brands. By utilizing G-SHOCK’s durable GD400 model, HUF was able to produce a watch that could withstand the shock and stress of skateboarding. The signature HUF Quake pattern etched into the band speaks to the brand’s original San Francisco-street roots. All blacked-out and highlighted by a HUF green LCD backlight, the watch is a clean and classic piece for anyone and everyone.
“I used to skate for G-SHOCK back in the day and we always carried their watches at our original HUF shops in San Francisco and Los Angeles, so I was very happy when the opportunity arose to work together on a project that would speak to both our brands through one collaborative piece,” stated Keith Hufnagel, HUF founder.
“Since the inception of G-SHOCK, we have been committed to finding like-minded brands and HUF is one of them,” said Shigenori Itoh, Chairman and CEO of Casio America, Inc. “The partnership between us is a true testament to what both our brands stand for and the skate industry that we support. As one of the top brands within the skate sector that has a unique lifestyle connection, it was only fitting that we partner to create a dual-branded timepiece. HUF’s dedication to developing innovative and dynamic products that are durable and can withstand the most uncompromising situations is the perfect match for G-SHOCK, the toughest watch on the market. We look forward to the release of the latest tie-up launching this spring.”
To help introduce the latest collaboration, G-SHOCK and HUF will premier a video short entitled “What,” centered on a main-character named Matthew and his experience of the strange and often-unexplainable events encountered during the course of a day in the life of a skateboarder. Having awakened in an unfamiliar place after an earthquake of a night, the film explores a three-fold parallel inspired by the very design of the watch: the function of the word “what,” as an interrogative term adaptable to many shades of context; Matthew’s ability to navigate his way through a day full of jarring, questionable events; and the durable construction of the watch itself, able to withstand anything that comes to shake things up, embodied by the quake pattern-etched watchband.
To view the short collaborative video click here. #waitwhat
The G-SHOCK x HUF time piece (GD400HUF-1) will retail for $190.00 USD available in May 2015 at the G-SHOCK NYC Soho store, ZUMIEZ and select skateshops and street fashion boutiques.