Warola Fashion + [Tomas Overtoom]

OntFront x Casio G-Shock

The watchmaker Casio G-shock launched their first Dutch collaboration with menswear label OntFront. The young label was picked by Casio G-shock because it represents Dutch fashion and cutting edge street style in one. Casio challenged OntFront to design a tough and rugged G-shock that equally represents the refined character of OntFront.

OntFront designer Liza Koifman chose to work with the GA-110C with analogue and digital elements. The firm and tough watch is matte anthracite and the wristband is covered with a pixelated snake skin print and OntFront logo.

Only 50 pieces will be manufactured in Japan and all watches will be numbered and engraved by hand. The watch will be sold exclusively at the OntFront store in Amsterdam and Gorilli in Rotterdam, starting from October.

To officially launch the collaboration, OntFront has created a soundtrack and a video campaign about four friends on a road trip to the beach. The soundtrack contains vocals of Geoffrey Sijlbing a.k.a. Afaka and the beat was created by the duo Fret Hinge. The video was directed by Marnix Postma with Naveen Kalloe on second camera. The cast consists of Geoffrey Sijlbing, Ruben Solognier, Riquel Gilliad and Eva Bartels.

History G-shock

In 1983, Casio launched the shock-resistant G-SHOCK watch. This product shattered the notion that a watch is a fragile piece of jewelry that needs to be handled with care, and was the result of Casio engineers taking on the challenge of creating the world's toughest watch. Using a triple protection design for the parts, module, and case, the G-SHOCK offered a radical new type of watch that was unaffected by strong impacts or shaking. Its practicality was immediately recognized, and its unique look, which embodied its functionality, became widely popular, resulting in explosive sales in the early 1990s. The G-SHOCK soon adopted various new sensors, solar-powered radio controlled technology, and new materials for even better durability.

History OntFont

In 2008 OntFront entered the market with a fresh concept; a clear mixture between classic tailoring and cutting edge street fashion. Their first ‘one piece collection’ was the hooded blazer; an all time classic. It was successfully sold in niche boutiques all over the globe. Amsterdam- ,Hong Kong- and Shanghai fashion week followed, where OntFront showed its collections. And in January 2016 the first OntFront brand store was officially opened in the centre of Amsterdam (Haarlemmerdijk).

OntFront x Casio G-shock from OntFront on Vimeo.

Photo & text Copyright OntFront.