Take A Joy Ride This Summer With Baby-G!
Baby-G Mixes It Up With Joyrich on a New Collaboration Timepiece
DOVER, N.J., June 17, 2013
DOVER, N.J., June 17, 2013 /PRNewswire/ --Casio Baby-G has struck fashion
gold with its newest designer collaboration partner, L.A. street wear brand,
Joyrich! Coupling Baby-G's fierce and fashionable aesthetic with Joyrich's
notoriety as wearable art, this timepiece is poised to send wearers on a "wild
ride" when the limited-edition model hits stores this July.
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Joyrich, a label made famous for its own creative collaboration of Japanese
street fashion mixed with the relaxed, carefree vibe of Los Angeles, lends a
great vision and spirit to Baby-G's collaboration portfolio with the
BG6900JR-4 model. With a leopard band paying homage to Joyrich's panache for
prints, the matte beige resin bracelet and gold dusted dial pops against a
warm sun-kissed tan – another West and East Coast staple for the summer
season. The Joyrich logo is emblazoned on the dial as an invitation for
fashionistas everywhere to have fun with their fashion choices and not be
afraid to take risks … with their wrists! 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. Check out a video of the collaboration
"We're thrilled to team up with Baby-G on a watch that we know resonates so
well with the hip, modern woman," said Designer and Creative Director of
Joyrich David Melgar. "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!"
Setting off the untamed design details created by Joyrich, the watch features
Baby-G's signature functionality and shock resistance, 200 meter water
resistant structure, an EL backlight, 48-city world time, three multi-function
alarms, 1/100^th second stopwatch, countdown timer, and 12/24 hour formats.
This timepiece has everything that the fashion-forward maven needs to stay
on-trend and on-time.
"We're so excited to find such a free-spirited partner in Joyrich," said
Shigenori Itoh, Chairman & CEO of Casio America. "Our consumer bases are so
aligned – each with women looking for twists on their typical fashion
choices. It's also so refreshing to see two Japanese-born brands bring Tokyo
trends home to the U.S; this will be a great addition to our timepiece
The BG6900JR-4 model will be available exclusively at Joyrich's flagship store
on Melrose in Los Angeles, CA and their online boutique www.joyrichstore.com
during the month of June and at select Nordstrom, Bloomingdales and Macy's
stores in July for an MSRP of $110. Please visit www.baby-g.com for more
About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer
Co., Ltd., Tokyo, Japan, one of the world's leading manufacturers of consumer
electronics and business equipment solutions, established in 1957. Casio
America, Inc. markets calculators, keyboards, digital cameras, mobile
presentation devices, disc title and label printers, watches, cash registers
and other consumer electronic products. Casio has strived to realize its
corporate creed of "creativity and contribution" through the introduction of
innovative and imaginative products. For more information, visit
Urban luxury brand Joyrich was established in 2007 by Owner Tom Hirota. David
Melgar, head Designer and Creative Director of the brand, exudes a unique
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.
Contact: Stacey White, Danielle Morrone, Coyne PR, (973) 588-2000,
firstname.lastname@example.org, email@example.com; Sue VanderSchans, CASIO AMERICA,
INC., (973) 361-5400, firstname.lastname@example.org
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