G-SHOCK Celebrates 20 Years of Iconic California Skateboard Brand HUF

Jul 20, 2022

Category: Style

If you grew up in California in the last couple of decades of the 20th century, skateboarding culture was unavoidable. From Thrashin’ in 1986, which played a huge part in bringing the extreme sport to the mainstream, to 2001’s insightful documentary Dogtown and Z-Boys to the recent indie flick Mid90s, there’s a reason why nearly every skateboarding movie is set in the Golden State. This subculture made its way into mainstream fashion as well, with brands like Vans, Supreme, and the cult favorite HUF leading the way.

Keith Hufnagel was a New York native who moved to Los Angeles in 1993 to become a pro skateboarder. Nearly a decade later, he launched HUF Worldwide with a flagship storefront in San Francisco. Known as an early bellwether in the burgeoning streetwear industry, the brand eventually became widely recognized for its iconic logo and counterculture designs. Today, HUF celebrates its 20th anniversary, not two years after the passing of its namesake founder, with a collaboration with another force in the streetwear space.

The G-SHOCK HUF 20th Anniversary watch — or GA2100HUF-5A — is a new edition of the watchmaker’s ever-popular “CasiOak” digital model, styled here after HUF’s famous colorway, with a beige dial, lime green inner ring, and orange accents surrounded by a matte quasi-transparent bezel. Equipped with the standard G-SHOCK features such as 200m water resistance, daily alarms, and a calendar, the timepiece also has the double glow technology with Super Illumination, and the caseback sports the skate brand’s 20th-anniversary logo.

Given a brown cloth strap and packaged in a box inscribed with a map of San Francisco on the inside, the G-SHOCK HUF 20th Anniversary watch is now on sale through G-SHOCK’s website and HUF’s brick-and-mortar shops for $140.

Purchase: $140

Photo: Casio G-SHOCK | HUF
Photo: Casio G-SHOCK | HUF

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