Exploring the one and only, MY G-SHOCK. Case01 Takayuki Fujii, non-native designer | feature

Exploring the one-and-only, MY G-SHOCK. Case01: Takayuki Fujii, Non-native designer

If only I could make a G-Shock in the color of my choice. A project to make such a wish come true will begin on October 20. The service, called "MY G-SHOCK," is based on the standard 5600 model, and allows users to choose their own color scheme for the dial, bezel, belt, belt loop, and buckle. The total number of combinations is more than 1.9 million. This time, we asked people from various occupations to experience "MY G-SHOCK.

In the first installment of this series, we are joined by Takayuki Fujii, designer of "non-native" brand. Mr. Fujii, who has designed for his own brand as well as handled a variety of custom-made products, has created a unique and outstanding color scheme.

Photo_Kazunobu Yamada

Text_Yuichiro Tsuji

Edit_Yosuke Ishii

PROFILE

Takayuki Fujii / nonnative Designer

Born in 1976. After working at select stores and selling street brands, he became the designer of "Non-Native" in 2001. While developing the brand's collections, he has also actively collaborated with various brands, creating many famous products.

G-SHOCK is a brand that changed the concept of watches.

G-SHOCK's "MY G-SHOCK" customization service, which started on October 20, allows users to customize the dial, bezel, belt, belt loop, and buckle of the DWE-5610, a standard model that is descended from the DW-5000C, the first model of the brand released in 1983, The service allows users to customize the color scheme of the dial, bezel, belt, belt loop, and buckle to their own preference.

DW-5000" was born in the 1980s, and at that time, design was at its peak. High-tech" may sound like an exaggeration now, but back then, technology contained expectations and excitement beyond words. Computers were not that widespread, and the design of the 1970s was different. Even though the DW-5600 series is the successor to the DW-5600, it still has the scent of such 80s design. I still feel its strength today.

Mr. Takayuki Fujii, a designer of "Non-native," who has created various famous products, looks at the colorful parts on the table and says, "I'm going to ask Mr. Fujii to create an original watch using "MY G-SHOCK. This time, we asked Mr. Fujii to create an original watch with "MY G-SHOCK.

I think G-Shock is a brand that changed the concept of watches. They have made watches a fashion item, and their shock resistance is amazing. They have never wavered in their stance. What impressed me was when G-Shock released a digital camera, which I thought was really wonderful. I thought that was really great. They gave absolute value to the camera, not just in terms of beautiful pictures, but also in terms of being unbreakable even if dropped. That means that the brand has a solid foundation.

Mr. Fujii, who used to wear the "AW-500" digital analog watch when he was a teenager, went through the "G-Shock" boom in the 1990s, and recalls the time when he was wearing the watch.

In the '90s, it was amazing. It was like vintage denim, vintage sneakers, and [G-Shock], and those were the three items that were valuable.

I think some people made their fortunes by doing so. When I went to New York at the time, I found a DW-5700, and when I returned to Japan, I was surprised to find that it was selling for a very high price.