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 analog 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.