The First "Non-Watch" G-Shock | G-SHOCK

G-SHOCK | G-SHOCK

Developing an Apparel Collection with BEAMS as a Partner

Casio has launched "G-SHOCK PRODUCTS," a project to develop lifestyle goods for the first time under the G-SHOCK brand. Various items are planned for release each season. The first collection, an apparel line, will be released on Wednesday, April 20th.

Text by Keitaro Tanabe

The First Collection Focuses on "Denim," the Symbol of Toughness

G-SHOCK has been a companion through time, accompanying people's lifestyles. Driven by a strong belief in creating "unbreakable watches," it has proposed a new concept that combines toughness with timepieces.

The "G-SHOCK PRODUCTS" project, marking the first time G-SHOCK is expanding into lifestyle goods, has now begun. Various items will be released each season.

G-SHOCK's First "Non-Watch" Product Release | G-SHOCK

"G-SHOCK PRODUCTS" is a project designed to convey the brand's identity through items beyond watches, targeting both those new to G-SHOCK and long-time fans. With an eye on current lifestyles and trends, and a desire to reintroduce the G-SHOCK brand, we are challenging ourselves to "create non-watch items" as a watch brand.

For this creative endeavor, we have welcomed BEAMS, a brand that shares G-SHOCK's ethos, as a new partner. Under BEAMS' production, we will offer a variety of lifestyle items, including original products and collaborations with leading Japanese brands and individuals.

The first collection focuses on "DENIM," the symbol of toughness. We've used 14oz denim, woven with "CORDURA® yarn" for exceptional resistance to friction and abrasion, making it highly functional even in harsh outdoor environments. This tough fabric is befitting of G-SHOCK's pursuit of toughness through its unique shock-resistant structure. Three models will be available in this lineup.

The "CORDURA DENIM TRUCKER JACKET" retains classic details while featuring a "Watch window flap" on both sleeves, allowing time to be checked without rolling up the cuffs when wearing a G-SHOCK. The front design includes asymmetrical patch pockets, ideal for storing gadgets like smartphones, emphasizing functionality.

The "CORDURA DENIM JEANS" are authentic five-pocket pants enhanced with an additional gadget pocket, creating functional six-pocket jeans. These jeans truly embody G-SHOCK's philosophy, fittingly called "G-Pants."

The "CORDURA G-POCKET T-SHIRTS" are tough, heavy-weight pocket t-shirts woven with CORDURA® yarn. The pocket features a stitched "G" mark, G-SHOCK's iconic symbol. They are designed with a slightly relaxed, easy silhouette. This collection balances toughness and functionality.

Reservations begin Monday, April 11th at 12:00 PM on the CASIO online store. These are G-SHOCK's first "non-watch" products. We encourage you to experience them firsthand.