Casio G-SHOCK and elite San Francisco purveyors of surfboard goods HUF have announced the release of their collaborative time piece (GD400HUF-1) celebrating shared principles of what they describe as rebellion from the mainstream, perseverance and a passion for craftsmanship.
Founded in 2002 by professional skateboarder Keith Hufnagel, HUF is a manufacturer of premium footwear and apparel designed for the contemporary skateboarder lifestyle. Inspired by Keith’s unique experiences traveling the globe as a skateboarder and represented by a world-renowned skate team, the clean, classic design of the HUF collection embodies a diverse array of cultural inspirations and ideas.
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 collaboration turns it up a notch and takes it to the streets with an etched band inspired by the look of “cracked concrete”, an all-over black out colorway with black IP metal parts, and HUF logo etched on the case back and appearing in the LCD display when the light is activated.
Additional functionality includes all the usual suspects including 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, the timepiece is Shock and 200-meter Water Resistant.
The long-term bond between the two brands spans decades complementing one another and appealing to skateboard, street wear and sneaker communities. 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 represents the heritage of both brands. By choosing 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 is symbolic of 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.
“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,” Keith Hufnagel, HUF founder.
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 inexplicable 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 word “What” is used repeatedly as an interrogative term throughout the video. It’s all a bit strange, but the man can certainly skateboard.
The G-SHOCK x HUF time piece (GD400HUF-1) will retail for US$190.00 and is available as from May 2015 at the G-SHOCK NYC Soho store, ZUMIEZ as well as select skateshops and street fashion boutiques.
Watch the video
Visit the Casio G-Shock website