Casio has recruited Kanye West to announce the new G-Shock for girls and various pop-up shops, as well as upcoming collaborations with Redman, tattoo-and-graffiti artist Mister Cartoon and skater boy photog Todd Jordan.
Credit for Casio's edgy new products goes to the hip foresight of Casio's timepiece VP, Shigenori Itoh, for spotting Kanye's bright pink Casio on the August/September 2007 cover of Complex, shortly after his arrival to the States from Japan. Two years later, Kanye's renewing for the second time his role as ambassador for the equally sophisticated and throwback kitsch timepieces, bringing a flamboyance and element of superstar power to the beloved brand.
Three new women's G-Shock Mini pieces in pink, white and black resin (which are mud-resistant, hell yeah!) will retail for a very pleasing $95 apiece, exclusively at Bloomingdale's. G-Aviation and G-Rescue, on the other hand, boast oversized buttons and cockpit-esque features sure to please the gadget-fiending watch aficionados out there. The Redman, Mister Cartoon and Todd Jordan collabos, (fittingly) will produce bright crimson, clown-emblazoned and streamlined designs, respectively.
We're thinking we'll snap up one Mini each -- I call pink! -- and we'll certainly be watching out for some Casio name-dropping in upcoming Kanye songs.