G-Shock x Huf



HUF × G-SHOCK GD-400


Art Direction • Product Design • Packaging 

This collaboration brought two worlds together that were already deeply connected. Keith Hufnagel skated for G-SHOCK early in his career, and the original HUF shops in San Francisco and Los Angeles carried their watches for years. So when the chance came to work together, it felt like it was meant to be — a seamless link between skate culture and technical design.

Using G-SHOCK’s GD-400 model as the base, we reinterpreted it through HUF’s Quake pattern — a nod to the brand’s roots and its lasting impact on streetwear. The watch is blacked-out with an etched cracked-concrete texture, an engraved HUF logo on the case back, and a HUF-green LCD backlight as the finishing touch.

Clean, tough, and true to both brands — the collaboration dropped alongside a Los Angeles release party featuring Dipset, a moment that captured HUF’s energy at its peak.

Collaborators: G-SHOCK (Casio)
Roles & Contributions:
• Creative Direction & Concept Development
• Packaging Design 
• Product Design 
• Launch Creative Oversight