Spirits of Both Brands Resonate and Merge

HUF was founded in San Francisco in 2002 by pro skater Keith Hufnagel as a select shop for skateboards, sneakers, and apparel. Since then, it has released numerous collaborations with top brands, and its original brand, "HUF," has gradually expanded its offerings. Today, it operates globally with bases in major cities worldwide, including New York, Tokyo, Los Angeles, and Milan.

Based in skate and street culture, HUF continues to deliver American real clothes with a unique twist. In recent years, the range of its collections has broadened, presenting a new approach to the skate and fashion scene as a lifestyle brand.

An Original Design Unified in Black

For this collaboration with G-SHOCK, the GD-400, featuring a protector reminiscent of the 1990s, was chosen as the base model. By using this highly durable model as a foundation, the watch is finished to withstand the shocks and stresses of skateboarding. The belt features HUF's signature "quake" design, inspired by cracked earth, symbolizing its roots in the streets of San Francisco.

HUF Logo Appears in Green When Backlight is Activated

The "GD-400HUF-1JR" is unified in black, with meticulous attention to design down to the case back. For example, the packaging also features the same "quake" design as the band, expressing HUF's worldview throughout the product. It embodies the desire to "create a special piece that symbolizes the tradition of the HUF brand, not just one that is timeless and easy to wear." When the backlight is turned on, the HUF logo appears.

Keith Hufnagel commented, "I used to buy G-SHOCKs with money I earned from skating, and we always carried G-SHOCKs in our HUF stores in San Francisco and Los Angeles. So, I was incredibly happy to be given this opportunity for G-SHOCK and HUF to join forces and create a collaborative model."

To commemorate this collaboration, a free party, "HUF × G-SHOCK LAUNCH PARTY," offering an experience of the spirits of both HUF and G-SHOCK brands, will be held on Friday, May 15. Artists such as DJ MURO will perform, celebrating this project in grand style.

HUF × G-SHOCK Collaboration Model "GD-400HUF-1JR"
Price | 24,840 yen

HUF × G-SHOCK LAUNCH PARTY
Date | Friday, May 15
Time | 19:00–22:00
Venue | BA-TSU ART GALLERY
5-11-5 Jingumae, Shibuya-ku, Tokyo
DJ: MURO / AKEEM THE DREAM / MR. TIKINI
Organizers: CASIO COMPUTER CO., LTD., HUF JAPAN
Management: VHSMAG

HUF
http://www.hufworldwide.jp


G-SHOCK
http://g-shock.jp/