09 November 2015 10:22:01
G-SHOCK x Johnny Cupcakes
The Japanese giant Casio and carefree American brand Johnny Cupcakes mix up pop culture with gastronomy.
HISTORY OF JOHNNY CUPCAKES
In 2001 the American guy Johnny Earle founded his own company and called it Johnny Cupcakes. It didn’t take a long time for him to create the conception of the label: he just put 2 of his main passions together: gastronomy and fashion. The slogan chosen by Johnny sounds funny and catchy: «The World’s First Shirt Bakery». Over the latest decade, creator of the brand focused on T-shirts and accessories with playful prints, cleverly mixing the pop culture with a culinary twist. Surprisingly Johnny Earle made the impossible thing - he managed to open his own ‘bakery’, not making even a cupcake. This curious story and rebellious aesthetics became very attractive for G-SHOCK.
COLLABORATION WITH G-SHOCK
Casio G-SHOCK and Johnny Cupcakes showed a nontrivial approach to creating an unprecedented style, and the GDX-6900 model was given a totally new appearance. The watch is of several bright colors - mostly shades of mint, pink and white - and this multicolor pattern immediately takes us to the bakery, where doses of sugar happiness exceed all the limits allowed. Moreover, the model is still bearing the best technologies, for which Casio is loved so much: the watch is shockproof, water-resistant, has a special backlight, various alarms and timers, world time, etc.
JOHNNY EARLE SPEAKS
«We wanted to make such watch that could fully reflect our specific view on fashion, and we also knew that open and carefree approach would help us in creation of this product. That was the time when we acquired the idea of a really unique pattern, which we were willing to use: the color of glaze and confetti splashes ideally add to the look that we wanted to reach».
A small video, vividly telling us about the process of ‘cooking’ this watch, was filmed with participation of the musician named Mike Falzone, who encourages us to appreciate each moment of our lives.
The sales start November 13 at 19:00.
Available only at the store on Petrovsky Boulevard, 21.