Last night, the ladies of HELLZ stomped New York City with an indestructible mission at hand– to launch the latest HELLZ x Casio Baby-G collaborative collection. The new collection comprises of two styles of BG5600, and according to Lanie Alabanza Barcena, creative director and founder of HELLZ, the watches are pretty much a product of nostalgia. The yellow checkered version is a tribute to New York City (hence, the Yellow Cab reference), where she had grown up and first started HELLZ. The polka dotted version is a reference to an outfit from the late 80s and early 90s, of a polka-dotted dress paired with tough patent leather boots. The launch party was held a one of New York City’s destination nightclubs, 1OAK in Chelsea, and attendees included the belles of HELLZ, the Casio crew including assistant general manager of Casio timepiece division, Tadashi Shibuya. Other personalities included artist Tim William (keyboardist of Kidz In The Hall, Gym Class Hero), Coltrane Curtis, DJ Peter Paul, and of course, DJ Elle, who provided the get-your-groove-on tracks for the night.
Sparing a quick moment and a few words between drinks, we chatted with Lanie about the collaboration, and found out that Lanie has always been a fan of the watch, and she grew up spending her first pay check on a light grey Baby-G with a clear band. And as for her vision of the girl wearing the watch? “She is fashion forward and daring,” said Lanie.