Worn & Wound
G-SHOCK and Anti Social Social Club Launch a New Collaborative Capsule Collection
There’s an old saying that if you wait long enough, eventually everything will just become a G-SHOCK collaboration. Maybe that’s not 100% true, but sometimes it feels that way. Few brands have the breadth of collaborative partners as G-SHOCK. Can you really think of any other entity that would release a product with Wu-Tang Clan and the Surfrider Foundation and a blockchain based open world game? Only G-SHOCK is really capable of this type of reach. It speaks to their huge appeal to collectors across many, many different verticals, and a strong core following among a very specific type of watch lover. The culture around G-SHOCK collecting is completely distinct from any other watch collecting subset, and it’s reflected in the huge variety of their mainline watches as well as limited editions released with their many collaborative partners. Streetwear brands are perhaps an obvious example of ways that G-SHOCK finds synergy with enthusiasts in other disciplines, and their latest release with Anti Social Social Club is a great example of that strategy. For those who are less familiar with the streetwear world, a brief primer on ASSC might be in order. The LA based brand was founded in 2015 by Andrew Buenaflor, who has explained that the inspiration for the brand and its aesthetic comes from his experiences with mental health struggles. The brand has risen to popularity thanks to being worn by celebrities and many collaborations with other brands, including Rimowa, Hel...
