CASIO G-SHOCK AND HUF PARTNER TO LAUNCH QUAKE INSPIRED TIMEPIECE
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 have announced the release of their collaborative timepiece (GD400HUF-1D) 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 G-Shock. The long-term bond between the brands spans decades of complimenting 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.
To help introduce the latest collaboration, G-Shock and HUF have released 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.
The G-Shock x HUF time piece (GD400HUF-1D) will retail for $299 and be available in May 2015 at selected G-Shock stockists.