G-Shock + SUPRA “It’s About Time” Collaboration
MAY 07, 2013
In commemoration of G-Shock’s 30th anniversary, the esteemed watchmaker has approached the most relevant brands and personalities on the planet in 2013 and asked them to design their own G-Shock timepiece. SUPRA is honored to have been considered and is excited to announce the release of the “It’s About Time” G-Shock watch and Vaider Lite high top.
SUPRA chose its iconic Vaider high top from the Red Carpet series as the inspiration for the collaboration. The black shoe with a red sole plate and sock liner—a nod to a red carpet event—evokes a spirit of celebration and is one of the most popular styles in SUPRA history. The black Vaider high top is not only elegant enough to stroll down any red carpet, but it also features two SUPRA footwear technologies: the black Satin TUF upper employs SUPRATUF abrasion resistance technology, and the sole is made from lightweight SUPRAFOAM which provides comfort and impact protection. The all black Vaider has red traction pods, custom red G-Shock sock liner, and the tongue features the “It’s About Time” clock set to 8:13 (20:13 in military time).
G-Shock has done many collaborations in their thirty year history, but they have never offered this particular watch style for customization to anyone before now. In keeping with the Red Carpet Vaider color story, SUPRA designed the shock-resistant watch’s face with matte black branding on a matte black bezel with red accents. The traditional resin band was replaced with military grade Cordura that has a red underside to reflect the red sole of the Vaider. And the custom matte black metal case back features the “It’s About Time” clock, again set to 20:13.
"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.. "SUPRA’s dedication to developing innovative and dynamic products that are durable and can withstand the most uncompromising situations is the perfect match for a G-Shock, the toughest watch on the market."
The SUPRA G-Shock “It’s About Time” watch and Vaider Lite go on sale Saturday, May 11. The watch will be available in extremely limited quantities at SUPRA NYC, SUPRA Santa Monica, and suprafootwear.com. The Vaider Lite will be available at fine SUPRA retailers worldwide and suprafootwear.com.
Be sure to visit the SUPRA Facebook page to enter the "It's About Time" video contest and a chance to win the watch and Vaider Lite.