On the road to the brand’s 35th anniversary, G-SHOCK has launched a series of campaign videos under the name “No Comply”. They are featuring Grime artist Novelist and London-based skateboard icons Lucien Clarke and Benny Fairfax. The watch featured is the GA-710GB. The year 2017 marks some heavy anniversaries in the sneaker world and beyond. It’s been 35 years since CASIO engineer Kikuo Ibe introduced the ground-breaking design for the shatterproof G-SHOCK watch. At the time, the mantra for the watches was Triple 10: They had to endure drops from 10 meters, resist 10 bars of water pressure and offer 10 years of battery life.
London Grime artist Novelist
In celebration of this year’s brand anniversary and the underlying “against the grain” design mentality, G-SHOCK is releasing the new GA-710GB model. Rendered in a black and gold colorway, it’s a ruggedized timekeeper in classic G-SHOCK style, covered in mineral glass and waterproof up to 20 bars. The watch is also part of the “No Comply”campaign, which consists of a series of flicks shot in 1990s skate video style. The title is inspired by an old school skateboard trick that’s just as non-conformist as G-SHOCK’s famous design aesthetic. The campaign clips feature upcoming Grime artist Novelisttogether with pro skateboarders Lucien Clark and Benny Fairfax of Palace Skateboards fame. The GA-710GB is available now.
Pro skaters Lucien Clark and Benny Fairfax skating London
To kick-off the “No Comply” campaign in style, G-SHOCK invited a select group of sneaker and streetwear media, bloggers and retailers to an amazing off-location in Hamburg for a great 4-course dinner. Afterwards, we had the pleasure to enjoy live performances of rap artists Megaloh and Trettmann in Hamburg’s fine Mojo Club. Thanks for a great night!
G-SHOCK “NO COMPLY”
What a nice dinner location
4 courses – cooked by Kitchen Guerilla
Afterparty at Mojo Club Hamburg
G-SHOCK “No Comply” display at Mojo Club
German rap artists Trettmann & Megaloh performed at Mojo Club
The crowd at Mojo Club