island time

g-shock discovers the madcap mode of london’s fashion east.

by faran krentcil

Thanks to the Internet and hordes of very enthusiastic fashion kids, we are no longer the only ones who worship Fashion East, the London organization for emerging style talent that's brought us Henry Holland, Gareth Pugh, and Simone Rocha. G-Shock seems to also be a fan of the organization, and for their 30th birthday, they've enlisted some of Fashion East's current It Kids to design limited edition watches for the streetwear brand. First up is Maarten Van Der Horst, who's already created a Topshop capsule collection with his curiously zany palm tree prints.

The watches have a similar vibe, with a Hawaiian punch color palette and the word "DOOM" printed across some of the design. (Because nothing says apocalypse, really, like neon pink coconuts.) Meanwhile, London's newest fashion stars at Sibling have stuck to their love of leopard print, plastering G-Shock's iconic plastic straps with mint green animal spots against a plain white face. In our dream outfit, it would go over Christopher Kane's yellow-and-red leopard print cashmere sweater, with a pair of ice-cream-pink skinny jeans on the bottom.

The watches retail for about $400 each, and first hit the display windows at G-Shock East in The Old Truman Brewery, located in London's achingly exciting East End. Those who feel deprived of the full experience because they're somewhere other than Dalston or Shoreditch might consider getting a plain white Baby-G and some paint pens, and decorating their own.

Who knows - it might even be good enough to catch the eye of Fashion East's style scouts when they fill their runway slots next season...

Go to G-Shock's website for more info.