G-Shock kicked off the celebration of their 30th anniversary this past Summer with a campaign by legendary graffiti writer (and friend of Mass Appeal) Eric Haze and a blow-out concert from the even more elusive Eminem. Wednesday night the party continued with the unveiling of a collaboration with the skate footwear company Supra.
The results of the partnership is the “It’s About Time” watch and Vaider Lite sneaker. This short video above follows Stevie Williams, Boo Johnson, and Keelan Dadd as they weave through the streets of LA trying to get the shoe and the watch to the anniversary event which began at 8:13pm. (20:13 in military time). This 20:13 detail appears throughout the video and the collaboration itself—both the back of the watch and the tongue of the Vaider Lite feature a graphic of a clock set to 20:13.
However, for partygoers, “It’s About Time” could have more literally been a reference to the shit-show at the entrance to get in. Event security shut down the door, arguing the venue was at capacity, as the PR team tried their best to quell the crowd and apologize to their VIPs unaccustomed to waiting for anything. Frustrated by the situation, a point-person for the event whispered in my ear, “gather your crew and meet me at the loading dock around the corner.” The garage door opened and we walked through the kitchen and into the party, Goodfellas style! We’ve arrived, and it was worth the wait.
Skaters, cool kids, and influencers enjoyed the open bar and classic hip hop from DJ Mirandom. Notables in attendance included Raekwon, Eve, and French Montana. But the person everyone was there to see was the insanely talented and eclectic Flying Lotus, who headlined the program. It goes without saying that the Los Angeles-native did his thing. Exactly how well, you ask? Peep our exclusive visual recap to understand the almost transcendental experience that is Flying Lotus on his Akai MPD.
Photo: Bluntbreak / Text: Matthew Fauster