G-SHOCK PRODUCTS: Military Style Essentials, Defined by Durability, Comfort, and Style
G-SHOCK PRODUCTS’ third launch embraces the concept of "military" – the epitome of toughness. Featuring uniquely distinct attributes, these G-SHOCK-handled "non-watch" items echo our previous lines. Join us for a conversation with Takehiko Suzuki from BEAMS, the brain behind the product planning. Be inspired by trend-setting military fashion ensembles proposed by the pro himself. Let these serve as your style guide!
"Military": The Pinnacle of Tough Product Themes
– In our last discussion, we touched base with Shinsuke Nakata, the producer of G-SHOCK PRODUCTS. You, Mr. Suzuki, have also contributed significantly to this project. Could we kick off with a brief about you?
Takehiko Suzuki (henceforth, "Suzuki"): I'm Takehiko Suzuki from BEAMS. Nakata oversees as the director, while I contribute to product planning. Both of us are vocal about our ideas, so we create products that are a blend of our perspectives. Our simultaneous joining at BEAMS fuels our candid exchanges (laughs).
– We've also asked same question to Mr. Nakata, but we'd love to know your initial reactions to our innovative endeavor, G-SHOCK PRODUCTS?
Suzuki: As someone who thrived in the '90s, I couldn't be more thrilled. G-SHOCK has been a brand close to my heart since my adolescence. Recognizing its unique cultural essence, I knew instantly that it would set a new trend in fashion.
– This initiative aims not just at core G-SHOCK fans but also at younger generations who are less familiar with wristwatches. Could you walk us through this season's offering?
Suzuki: “Denim” seemed the perfect choice to carry the “tough” image of G-SHOCK into clothing, and "military" stood for products that endure severe conditions. And naturally, we chose CORDURA fabric.
– The military pieces made from CORDURA fabric, just as in previous lines, align well with G-SHOCK.
Suzuki: Denim and military are pivotal keywords from our 90s youth, both synonymous with toughness. They also beautifully align with today's fashion landscape, which echoes the 90s revival.
– Would you say the military style is closely intertwined with contemporary fashion and potentially an appeal factor for the youth?
Suzuki: In our times, it was an emblem of masculinity, but today, it holds a casual vibe while retaining its tough elements. Our product development involved meticulous research. We were astounded by how younger women seamlessly blend these items into their wardrobes, a shift from our conventional notion of "military".
– The international references you shared were indeed striking.
Suzuki: They exemplified cool outfits combining extremely tight tops with wide military pants. A refreshing, cool reinterpretation of military style, a concept alien to our generation. Regardless, I acknowledge that the military style is an emerging trend among the youth.
– As we're launching a jacket and pants this season, we want them to enjoy the co-ord style too.
Suzuki: Recently, the youth has shown a growing interest in coordinated outfits. So, we envisioned modern military apparel that complements coordinated sets. During our teenage years, sporting military attire from head to toe got you tagged a "soldier" (laughs). We're keen on avoiding that with our designs!
G-SHOCK PRODUCTS Style: Detail Work Elevated to Sophistication
— Could you elaborate on the unique features of these products?
Suzuki: Military style usually evokes images of classic items like MA-1 flight jackets or cargo pants. However, this time, we've taken a sportier approach, incorporating technical materials and design.
— There's an interesting detail on the right sleeve that has intrigued our military style enthusiasts. Could you talk about it?
Suzuki: On the cuff, we've affixed an octagonal silicone plate, a symbol of G-SHOCK PRODUCTS, where the watch would usually sit. Additionally, we've incorporated unique G-SHOCK PRODUCTS design elements that would excite military fans. These are features for enthusiasts to relish.
— Military items often carry trivia about their origins or stories behind their creation. I understand these details are inspired by such elements.
Suzuki: More than the origin, we took inspiration from the 7-layer system of the U.S. army, widely recognized as a military staple. It includes variations like underwear, middlewear, outerwear, etc., offering adaptability to various environments depending on the combination. While our G-SHOCK PRODUCTS aren't precise replicas of these military-spec items, they are urban fashion interpretations of the same.
— Since you're using CORDURA material, it seems it can be employed not just for urban use, but also for outdoor adventures.
Suzuki: Correct. Like our denim products, we're using a fabric woven with "CORDURA thread," which is highly resistant to friction and wear. Additionally, we've introduced stretchiness this time, making it suitable for active scenarios. It might not be ideal for intense snow mountain climbing, but should suffice for light trekking.
— You've utilized two types of fabric; are both CORDURA material?
Suzuki: Indeed, they are. We've used nylon ripstop and nylon taffeta, depending on where we need strength or mobility. There's a stowable hood in the stand collar.
— The previous denim item featured the Watch Window Flap, which was a G-SHOCK PRODUCTS highlight, but you've deliberately left it out this time.
Suzuki: That's a detail unique to sturdy denim. Denim is a rigid fabric, so if you tighten the cuff, it becomes stressful when you want to check your watch. With the soft material we're using this time, we didn't believe such a detail was necessary.
– I heard that these details also tie into items planned for the next release.
Suzuki: That's the major point. In the future, we plan to launch heavyweight outerwear that can be worn over these products. If you emphasize "layering," you won't need such detailed design.
— The octagonal design inspired by G-SHOCK watches is also a focal point, right?
Suzuki: Yes, we've subtly incorporated these elements, for example, into elbow patches and cutting patterns. You wouldn't know unless it's explained, but we're indeed mindful of these details.
— I had a feeling, "It's a military item, but something's a little different," and now I understand it was because of your attention to detail.
Suzuki: Various parts feature octagonal patterns, like the flap pockets of the pants. We've also included pockets that can hold an iPhone on both sides, similar to the last time.
— For this release, you're updating the CORDURA material T-shirt with a long-sleeve version. I did an experiment, comparing a regular T-shirt and a CORDURA T-shirt to see the difference. Of course, the result showed the incredible durability of the CORDURA material!
Suzuki: I also ran a similar test and found that it didn't wrinkle even after many washes. It's a tad more expensive than a typical T-shirt, but given its durability, it's a rather good deal in terms of cost performance.
Diverse Styling Suggestions
– These nylon tracksuit-like items have now become standard fashion items. However, such sporty items can be challenging to style for everyday use. They're cool but tricky to style. Any suggestions on how to wear them well?
Suzuki: We have curated some style samples for you. Please use them as references.
【STYLE SAMPLE 1】
Our top recommendation is co-ord styling. Though a military item, we envision it being worn outdoors, paired with a safari hat and trekking shoes. If styled in a slightly oversized manner, it will work not only in outdoor environments but also for city wear. The model is 184cm tall and is wearing an XL size.
【STYLE SAMPLE 2】
This is a unique co-ord styling example. Black and olive fundamentally complement each other. It could be intriguing to play with color by dividing the top and bottom. For this example, we've chosen an XL size for the top and M size for the pants. When styling like this, it's better to keep your footwear slim to maintain a cool silhouette. Despite being sporty nylon tracksuit materials, they pair exceedingly well with leather shoes like Clarks. The trousers come with drawstrings at the hem, so we recommend cinching them tight.
【STYLE SAMPLE 3】
Of course, it's perfectly fine to wear the tops or pants separately. In this example, we've focused on the pants. They'd pair well even with a flannel shirt. The key point is to select a shirt that's large, similar to the pants. Nylon tracksuit materials may seem hard to style, but if you match your shirt and cap colors, they should blend surprisingly well.
– After seeing the style samples, I realize this is an item that can be worn in various ways. I'd like to wear the all-black one with the drawstring cinched tight and sandals when I go surfing.
Suzuki: That sounds like a great idea. Whether you're relaxing at home or heading out, this item is perfect for short trips. Thanks to its stretchability and comfort, it's also great for long car rides or flights. As it's made of CORDURA fabric, it's wrinkle-resistant, making it ideal for compact packing. I believe they’re incredibly convenient items. I'd personally love to use them while traveling.
– Given Tokyo's recent weather, I think we might be able to get by with them until around November if we wear a proper shirt underneath.
Suzuki: I can't reveal much yet, but we're planning to launch heavyweight outerwear to wear over them soon. I'd love for you to enjoy the layering, which is one of this product's highlights.
The Upcoming Release Promises to Intrigue
– Could you tell us a bit about the products slated for release?
Suzuki: The next item is a heavyweight outerwear made of CORDURA material. This one incorporates PrimaLoft for excellent heat retention. We're also planning to introduce a vest completed with our original quilting. So, you will be able to create a total look from autumn through deep winter.
– I'm also eager to see the military bag, borne out of G-SHOCK PRODUCTS' unique interpretation.
Suzuki: It’s gonna be a product where multi-purpose pockets play a significant role and the very first collaborative item in this project. We plan to create a piece that balances functionality and visual appeal.
– I can't wait to see the final product!