G-Shock has teamed up with London-based fashion initiative Fashion East to present a collection of brightly coloured, patterned G-Shock watches, designed by emerging fashion designers Maarten van der Horst and Sibling.
This year the brand celebrates its 30th anniversary and the collaboration with the two emerging designers is part of a series of four events it is running.
The collaborative timepieces are a creative new route for the brand, and feature the classic G-Shock cases in white and purple with colourful floral and leopard-print straps and detailing.
The exclusive designs will be on display at G-Shock East, the brand’s store close to Brick Lane in East London, with the store windows being completely transformed utilising prints and inspirations from the limited edition designs.
Sarah Salter, marketing communications manager, said: “We are delighted to be teaming up with such exciting new designers to help celebrate G-Shock’s 30th anniversary.
“The designs embody everything G-Shock stands for through bright colour and innovative design. Fashion East, like G-Shock, supports new up and upcoming talent so it’s very fitting to be working alongside each other on this project”.
Fashion East was founded in 2000 and is a non-profit initiative that nurtures emerging young fashion designers and gives them an opportunity to appear on the catwalks at London Fashion Week.
Its founder Lulu Kennedy said of the G-Shock collaboration: “The tropical and leopard prints of Sibling and Maarten van der Horst are perfect for summer, and represent the fun spirit of Fashion East, making them the ideal designers to collaborate with G-Shock.
“It’s fun to be doing this project in the G-Shock store here at The Old Truman Brewery which is Fashion East’s founding partner.”
The Candy Leopard and Hypercomplex timepieces have an RRP of £250.