This time Baby-G has teamed up with another Japanese-born brand that translates Tokyo trends into an American aesthetic: Joyrich, the label made famous for its own creative collaboration between Japanese street fashion mixed with the relaxed, carefree vibe of LA.
“We’re thrilled to team up with Baby-G on a watch that we know resonates so well with the hip, modern woman,” said David Melgar, designer/creative director of Joyrich. “Our fans have a great energy and totally uninhibited fashion sense–they like to play with their looks, spin their style and experiment. The Baby-G woman is likewise confident and fearless with her choices, which we love and know will also love this timepiece!”
The watch takes stab Joyrich’s panache for prints thanks to a leopard print band. A matte beige resin bracelet and gold-dusted dial gleams against a summer tan. Each watch features the Joyrich logo emblazoned on the dial as an invitation for fashionistas everywhere to have fun.
Whether to accent an ensemble saturated with vibrant color, pull together an already-animal printed look, or slowly work prints into a basic wardrobe, women can take a walk on the wild side without ending up in the jungle, Melgar said.
Setting off the untamed design details created by Joyrich, the watch features Baby-G’s functionality and shock resistance, 200 meter water resistant structure, an EL backlight, 48-city world time, three multi-function alarms, 1/100th second stopwatch, countdown timer, and 12/24 hour formats.
The BG6900JR-4 model will be available exclusively at Joyrich’s flagship store on Melrose in Los Angeles and their online boutique www.joyrichstore.com during the month of June and at select Nordstrom, Bloomingdales and Macy’s stores in July at a $110 retail. www.baby-g.com
Urban luxury brand Joyrich was established in 2007 by owner Tom Hirota. David Melgar, head designer/creative director of the brand, exudes a design aesthetic that not only stands out in the crowd of local fashion houses in Los Angeles, but globally pierces the fashion industry as the company has eleven stores worldwide. The brand has a vastly growing and diverse celebrity following within the entertainment industry for its notably admired statement pieces that range between clothing, bags, jewelry, footwear, and other accessories. As a luxury street wear brand, Joyrich conveys a wildly eccentric twist on fashion and predominantly allows others to express themselves through their designs. www.joyrich.com
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