Casio G-Shock's ‘Future Legends’ Campaign Pays It Forward
Grooming Singapore’s next-gen hip-hop and street style purveyors.
Casio G-Shock GM-6900
The iconic Casio G-Shock DW-6900, which celebrates its 25th anniversary this year with some watch-brand-reviews/casio/casio-g-shock-gm-6900-metal-bezel-and-dw-6900sp-singapore-price-and" target="_blank" rel="noopener noreferrer">seriously choice commemorative models (the metal-cased GM-6900), wouldn’t have been what it is today without its groundbreaking forebears. And taking a leaf from how the first G-Shocks blazed new trails in the category of ultra-robust timekeepers, Casio is embarking on the ‘Future Legends’ campaign, which connects current and new talents in music and fashion, while paying homage to 1990s street culture that provided the backdrop to the birth of the G-Shock DW-6900 (below).
Casio G-Shock DW-6900
For those who are unfamiliar with the G-Shock DW-6900, the collection boasts rather illustrious street cred, favoured by the likes of Pharrell and Fabolous. The collection is also known for its string of high profile collaboration designs such as the one with Lifted Research Group (LRG), an American streetwear label, in 2009, and Maharishi, a London-based streetwear marque, in 2014, amongst others.
Casio G-Shock LRG (2009) DW-6900LRG-2 (left), and Maharishi (2014) GD-X6900MH-1
The ‘Future Legends’ campaign features two components. The music component has beat-boxing champ Dharni Ng mentoring aspiring rappers Axel Brizzy and Tengyboy; break dancers Kwak Kyung Hoon, Luqman B Asad and Muhammad Fazil; and DJ Farah Farz.
DJ Farah Farz
You can see the results for yourself below, with the short music video they have produced for the campaign.
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