G-SHOCK unveils limited edition collaboration with the Museum of Youth Culture and hosts ‘Grown up in G-SHOCK’ Exhibition…
G-SHOCK and Museum of Youth Culture announce their collaboration with the launch of GW-M5610MOYC-1ER. Based on the iconic GW-M5610U-1ER model, each watch comes on a printed strap, bespoke packaging and with a ‘Grown up in G-SHOCK’ limited edition zine, with every purchase. Archival imagery of youth culture also continues across the watch’s packaging.
Since its inception in 1983, G-SHOCK has been a fashion staple that has transcended style, cultures and tribes through the decades. The collaboration exemplifies the power of G-SHOCK throughout the decades across all generations and people.
The GW-M5610U-1ER, a style designed around the original G-SHOCK rectangular case shape, comprises of a resin band featuring images from the Museum’s archive by Legendary photographer Gavin Watson; The design celebrates Growing up in Britain and showcases some of Watsons most iconic documentation of the Skinhead, Rave and Punk scene; as well as giving a nod to the rebellious bold stamp style of early punk zines. Never compromising on functionality, the watch features a more advanced functionality spec with Multi-Band 6 Radio Controlled technology to ensure it keeps accurate time, and solar power for maximum reliability. It also features a stopwatch, timer and world time mode. All of this housed in a slim, shock resistant, resin case with tough mineral glass.
Museum of Youth Culture champions the impact of youth on modern society through archives of YOUTH CLUB, incorporating over 150,000 photographs, ephemera and educational texts. All celebrating youth culture history through style, sounds and social movements. Museum of Youth Culture represents the world’s most comprehensive collection of youth culture content tailored for the specialist handling of young people’s heritage.
On the collaboration, Jon Swinstead, founder of Museum of Youth Culture comments, Museum of Youth Culture quoted ‘We are super excited to collaborate with G-SHOCK and celebrate the amazing history of the brand, showcasing the importance of it within Youth Culture. Being able to delve into our archive and unearth massive variety of subcultures who wore G-SHOCK has been fascinating. Throughout the various subcultures from street to punk, to the emerging subcultures in the modern day; the significance of G-SHOCK over the last 40 years within Youth Culture and Growing up in Britain, evidently, is immense’
On the collaboration, Casio quoted “This collaboration with Museum of Youth Culture boasts attitude that is of a certain time. It is instantly identifiable for many eras and celebrates a shared experience of growing up in Britain and Never Giving Up.
The collaboration is available from Friday 18th February through www.g-shock.co.uk and the G-SHOCK Carnaby St Flagship Store priced at £149.