Leah McSweeney has established herself as one of the leading ladies of streetwear, building a successful company in a fashion industry niche that is overwhelmingly male. Married to the Mob has stepped up as the counterpart to so many male streetwear startups – and done what many them have been unable to do – survive and grow (her label has won pretty solid acclaim, and a retail deal with Urban Outfitters). Now MTTM is taking one of the classic steps in streetwear label evolution – a G-Shock collaboration. Married to the Mob is partnering with Casio to create the BG5600MOB-4; the Baby G is done in a lightly metallic purple, which fits right into MTTM’s appropriation of the female cuteness stereotype. The watch comes in special packaging, featuring the lipstick kiss Married to the Mob logo, and will retail at some decidedly un-streetwear accounts too – Nordstrom, Bloomingdales and Macy’s – giving the label even more of a mass market presence. Married to the Mob does have to manage the shift into bigger accounts, but in the short term, they’ve done a great job with this Baby G collaboration. Sure to be a hit with MTTM fans; in a press release, Leah McSweeney said “My MOB customers had been specifically requesting that I do a watch with Baby-G so I am very pleased to give my loyal customers what they are asking for.” Check out the additional shots after the jump, and look for the watch to drop in May.
By- April 15th, 2011