Unlocking the Mysteries: The Evolution of G-SHOCK Products in Collaboration with BEAMS!
G-SHOCK Products, a venture set to launch in April 2022, will unveil G-SHOCK's inaugural "non-watch" items. In this feature, we sit down with Mr. Shinsuke Nakata of BEAMS, who played an instrumental role in product development for the project. We delve into the backstory, key attributes, and future aspirations of this novel undertaking that marks a pivotal stride for CASIO.
– To start off, could you share your initial thoughts when G-SHOCK announced this new endeavor of producing non-watch items?
Shinsuke Nakata (henceforth referred to as Nakata): I was genuinely excited. We've often wondered why G-SHOCK, with its rich heritage, hasn't branched out into apparel yet. We were eager to see it happen. The term "new challenge" kindled excitement and we were privileged to contribute.
– The objective of this project is to create innovative products that seamlessly blend with people's lifestyles. With BEAMS' longstanding experience in handling custom orders from G-SHOCK, we felt you were the ideal collaborator for this venture.
Nakata: All of us associated with the G-SHOCK PRODUCTS project, myself included, experienced our formative years—junior high through university—during the 1990s. We were deeply engrossed in the American casual fashion wave, and G-SHOCK was an integral accessory. We continue to be professionally involved in the project, and I would like to think it's a reciprocal relationship, based on mutual admiration (laughs).
Denim and CORDURA: Embodying Durability in Apparel
– Can you describe the product from your standpoint?
Nakata: As we contemplated the kind of product that would resonate, the renowned 90s G-SHOCK commercial boasting, "It's unbreakable, even as a hockey puck," sprang to mind. The attribute of "toughness" is intrinsic to G-SHOCK. In our inaugural venture, we deemed it crucial to not overcomplicate things and to concentrate on this key characteristic. Thus, we opted to center our product development around "denim."
– Indeed, denim, known for its high resistance to wear and tear, aligns well with the G-SHOCK ethos.
Nakata: A torn wool jacket loses its appeal, whereas ripped denim retains its fashionable edge. In a sense, it's a lasting product.
– The integration of CORDURA threads enhances the toughness quotient of the denim.
Nakata: Upon hearing "G-SHOCK has created denim wear using CORDURA," the word "tough" instantly springs to mind.
– While we're experts in watchmaking, we're novices in the realm of apparel. Had we undertaken this project independently, our approach might have been to develop "indestructible denim."
Nakata: That concept sounds intriguing in its own right!
– It might not pass the fashion litmus test, though (laughs). While our core fans might embrace it, one of our objectives is to engage younger audiences and introduce them to the allure of G-SHOCK through this fashion-oriented project. Your proposal of CORDURA struck a chord with us and sparked the realization, "What a novel approach!"
Nakata: From a fashion standpoint, besides "denim," the "90s" is another thematic underpinning for this project.
– Can you shed light on why you opted for the 90s as a theme?
Nakata: For us, the so-called G-SHOCK generation, the 90s marked a period when we were most influenced by this iconic watch. The resurgence of 90s fashion is still a prevalent trend. Observing street fashion reveals young women sporting men's attire. I felt this was strongly linked to the 90s vibe. The incorporation of the "90s" element could potentially broaden the appeal of the "tough" aesthetic.
– I see.
Nakata: When considering G-SHOCK apparel, akin to the timeless appeal of the watches, the clothing should also embody the essence of a classic. With this in mind, we selected a trucker jacket as the fundamental piece for development.
– You've extended the range beyond jackets to include pants.
Nakata: Denim coordinates epitomize 90s American casual style.
– Denim coordinates exude a cool vibe, yet pulling off the look can be challenging unless one is a fashion aficionado. However, the modernized sizing makes it more accessible.
Nakata: Denim coordinates project a rugged, masculine image. While that's undeniably cool, we've adopted the current trend of a loose silhouette to design outfits that effortlessly blend with everyday attire. For the stitching color, we intentionally selected a hue close to the denim itself, eschewing brighter shades like orange. This lends the design a sophisticated, sharp appeal. We want people to integrate it as a trendy piece and experience the allure of G-SHOCK.
Convenient Features You Never Knew You Needed
– Mr. Nakata, can you highlight some BEAMS-specific nuances in this collection?
Nakata: A run-of-the-mill denim jacket wouldn't suffice. And merely incorporating interesting materials may not necessarily engage the core G-SHOCK audience. Each G-SHOCK model possesses a unique charm that incites the desire to collect them. We endeavored to translate this sentiment into the apparel. We've incorporated elements that echo the thought, "Indeed, this is what I'd expect if G-SHOCK designed a denim jacket." The Watch Window Flap is a noteworthy feature.
– I found this detail to be incredibly convenient when I tried it on.
Nakata: It's a nuisance for those who prefer their cuffs fastened snugly to check the time on their watch. We've designed a patch pocket on the sleeve, enabling a quick time check on your G-SHOCK without needing to roll up your sleeve. While this detail isn't a must-have, these playful touches add an extra layer of intrigue to fashion.
– In addition to design elements that will appeal to long-standing G-SHOCK enthusiasts, you've incorporated contemporary nuances.
Nakata: The proliferation of gadgets is a significant departure from the 90s. We factored this in while designing certain elements.
– The lack of pockets is a drawback of denim jackets. Your design tackles this issue.
Nakata: In today's era, smartphones are indispensable. We've included a handy pocket specifically for smartphones. On the opposing side, we've placed a slightly larger pocket for storing wallets or reusable bags. Additionally, there's a larger pocket on the inside of the jacket. It's designed to negate the need for a bag during short trips. Despite its simple look, it's packed with functional features.
– The T-shirt, at first glance, appears to be an ordinary item, but it's crafted from CORDURA. This is the first time I've encountered a T-shirt made of CORDURA.
Nakata: A plain T-shirt is essential when donning a denim outfit. However, an ordinary T-shirt wouldn't be intriguing, which wouldn't meet CASIO's expectations (laughs). Since it's made from CORDURA, it boasts superior durability compared to other T-shirts. You can wear it and wash it rigorously without concern for the neck losing its shape.
– The T-shirt also encapsulates elements of the 90s.
Nakata: Heavyweight T-shirts were a hit in the 90s, so we opted for a thicker fabric for this T-shirt. Additionally, we incorporated a binder neck, a style popular during that era.
– The minute details also exude a sense of fun.
Nakata: We incorporated a hexagonal pattern, inspired by the DW5600, on the chest pocket, portraying the letter "G" through stitching. However, as it's in the same color as the fabric, it doesn't overshadow the overall design, offering a subtle accent.
– There's a playful element to the leather patch on the denim as well.
Nakata: We've added a leather patch adorned with a hexagonal motif, closely matching the size of the DW5600.
The G-SHOCK PRODUCTS Lifestyle Proposition and Future Endeavors
– We envision these products enhancing the lifestyle of many. How do you foresee people incorporating these items into their daily lives, Mr. Nakata?
Nakata: At BEAMS, we continually strive to stay aligned with the ever-evolving cultural zeitgeist. This project focuses on fulfilling outdoor needs. The products we've developed are robust enough to withstand a bit of dirt and are easy to clean. They're durable enough for knee work, and the materials provide a level of protection. This gear is suitable for everything from camping to fishing.
– It's notable how these items, despite their intricate detailing and modern fit, can serve as wardrobe staples. They're incredibly versatile, suitable for nearly every occasion, barring formal events. The recent shift towards a more relaxed dress code in workplaces means I could even envision myself wearing these to work.
Nakata: That's wonderful to hear.
– As we wrap up, I understand this isn't a one-off project and that you plan to continue in the future. Can you share some insight into what lies ahead?
Nakata: CASIO takes immense pride in its Japanese roots. Thus, we're aligning our project initiatives around this "Japan-centric" ethos, collaborating with corporations that share a similar pride in their Japanese heritage. We plan to follow in the footsteps of Japanese fashion brands, releasing new collections in sync with the changing seasons - four times a year. Consequently, our next project, in alignment with summer, is already in the pipeline. We're expanding our horizons beyond apparel this time around.
– We're certainly excited about catching up then and learning more!