Preview: SUPRA x G-Shock Collaboration

In celebration of G-Shock’s 30th anniversary, the esteemed watchmaker has partnered with renowned shoe brand SUPRA for the release of the ‘It’s About Time’ G-Shock watch and Vaider high top.

G-Shock approached SUPRA to design their own G-Shock timepiece as the footwear brand shares a similar outlook with G-Shock when it comes to creating products that are both fashion-forward and resistant to the rigours of an active lifestyle. “For the past 30 years we have been committed to finding like-minded brands and SUPRA is one of them,” said Shigenori Itoh, Chairman and CEO of Casio America, Inc. “The partnership between us is a true testament to what both our brands stand for and the skate industry that we support […] it was only fitting that we partner to create a dual branded sneaker and timepiece.”

SUPRA chose its iconic Vaider high top from the Red Carpet series as the inspiration for this collaboration.  With a nod to a red carpet event and thus evoking a spirit of celebration, the black Vaider high top has a red sole plate and sock liner; the shoe is also one of the most popular styles in SUPRA history.  In keeping with the Red Carpet Vaider colour scheme, SUPRA designed the shock-resistant watch’s face to have matte black branding on a matte black bezel with red accents.  The traditional resin band has been replaced with military grade Cordura that has a red underside to reflect the red sole of the Vaider. The matte black metal case back features the “It’s About Time” clock, set to 20:13 to match the time set on the tongue of the Vaider shoe.

A short film to accompany the release of the collaboration can be viewed here:

The SUPRA x G-Shock “It’s About Time” watch will be available at G-Shock retailers worldwide on Saturday 11th May. The accompanying Vaider will be available at SUPRA retailers worldwide and on the same day.    

 Kitty Lungley