Skateboarding is one of those sports where either you can do it or kill yourself trying. It is a culture that you cannot appropriate either all tribes are welcome girls and boys can be members. Gucci has entered the skateboarding world with a new Grip Watch Collaborative project. That celebrates the culture around the globe by partnering with the culture via their latest accessory the Grip Watch.
Can the watch stand up to skateboarding street style code? Skate or Die durability. Watch and see as today’s skateboarding youth get Gucci.
Gucci’s beautiful Grip watch becomes the focus of a new collaborative project harnessing the spirit of skateboarding. Creative Director Alessandro Michele has long been fascinated by the skateboarding community, always genuinely inclusive, diverse and radical. The lifestyle is Skate or Die, the reason why when I hear a deck hit the pavement my head turns.
GUCCI X SKATEBOARDING GET A GRIP WATCH COLLABORATIVE PROJECT
All that matters for membership are your commitment to the culture. Where kickflips, tail slides and knowing who Tony Hawk, Paul Rodriguez and Rodney Mullen are will get you clout. Day’s are spent watching skating blooper videos.
Everything you rock as to be durable. For those times when you hit the pavement with your deck or head to the club after. A genderless tribe from its start.
Alessandro Michele invited several skateboarders and artists from different cities around the world. He asked each tribe to participate in a project and share their personal stories. A visual exploration of the global skateboarding and related communities, with participants of different ages and genders.
Many of the participants wore will the Grip watch. The piece of arm candy has a unique design. That blends timeless appeal with a highly contemporary style. Skaters, their friends and families were documented, pictured skating and hanging out.
With the end result being Instagramable content. Images, artworks and videos put together to form images of the happy carefree attitude of yesterday and today’s skate culture. In collaboration with Gucci, portraits of action, creativity, inclusion, sociability and subculture.
The cities featured are London, Paris, Rome, Tokyo, New York, Shanghai and Seoul. Among the collaborators is the queer skateboarding project Unity. A The Californian group founded by artist Jeffrey Cheung and Gabriel Ramirez in 2017. Unity hosts monthly skate gatherings around the world and the images will focus on its Paris skate days.
Clémentine Schneidermann, the French photographer based in Wales, documented a cast of skaters in typical London scenes. The New York-based skater Tyler Blue Golden will be the focus of a shooting by LA-based photographer Noah Dillon. Other projects feature couples of China’s young skaters and a group of skater girls from Seoul, documented with their families.
Real Skaters Wear Gucci Grip Watch
In Tokyo, Japanese skater Shinpei Ueno will be portrayed with his local community of artists and musicians. In Rome, photographer Niccolò Berretta documented a cast of skaters including Orlando Miani. The artist and skater who starred in the Gucci Cruise 2020 advertising campaign.
Gucci ArtWall Project
To kick off the collaboration, Gucci unveiled a new instalment of its ArtWall project. Which showcased the Grip watch, just off East London’s famous Brick Lane. The wall features an illustration by British artist, designer and art director Kieron Livingstone. Who mixed graphic elements with unique House codes in his whimsical style.
Gucci Grip Watch Global Campaign
The collaboration is also the focus of the third game added to Gucci Arcade. The new section of the Gucci App that allows users to play with House characters, inspired by vintage video games.
Are you a skateboarder slash fashion addict? What do you think about #GucciGrip? What do you think about Gucci tapping into the culture? Let us know your thoughts below.
Photos by Gucci. Follow us on Instagram for our Skate or Die Mood of the day.