HAZE reunites with Casio to design logo and packaging for the 30th anniversary of the G-Shock watch. The collaboration celebrates the rich history of G-Shock technology and the artistry of HAZE. The popular 110 model features a HAZE imprint band with paintwork in red, black, and white, and other features including shock and water resistance and a high-brightness LED backlight. HAZE also created a commemorative t-shirt that will be launched at select sites with the watch this fall.
We spoke to HAZE about the collaboration, his work with other brands, and what is ahead for him in the next year.
You’ve worked with Casio for over 15 years. Tell us how you met, how the relationship panned out, and what’s next with them?
The relationship started in Japan in the 1990s when I had my store. The first collaboration was in 1998. This is the 4th G Shock model I’ve created for them. I did the logo, brand identity, and packaging five years ago for the 25th anniversary and again all the same this year. The grand opening and release is in New York City in late September. I’ll be one of the representative and speakers for the brand. There is this great quote from the Casio CEO that we’ve working together so long and I get their identity so well that he couldn’t imagine anyone else doing it at this point.
Casio is also doing a major 25-year retrospective of HAZE brand and product design, including my collaborations with them.
You’re obviously a very successful fine artist, yet have long term collaborations with iconic brands like Nike, Stussy, Heineken, Mountain Dew and more recently New Era. What do you enjoy about working with brands?
I’ve been a painter and fine artist for over twenty years. I was one of the first generation of artists to make a left turn in design. I had a studio in New York City in the 1980s and later Los Angeles in the 1990s. I had a full clothing line of my own that launched in 1993. I’ve been doing clothing and branding for more than twenty years. I wear a lot of caps and operate a lot of capacities—designer, director of my brand. More often than not these collaborations provide me with the opportunity to wear one of these caps. It frees me up as a designer to create a product I enjoy. Industry leaders feel that collaborating with my brand adds value to their brand as well. It’s a full circle for me, from doing my own branding to now doing their branding.
What other brands would you like to work with?
I’m currently working with a number of brands that I’ve wanted to work with. I’ve also done a certain amount of furniture and would like to expand that. Maybe work with Knoll or Herman Miller. I also have ideas for automotive and aeronautic.
What does the next year have in store for Haze?
Tons of stuff. I have a New Era collaboration launching soon, a Flag Bearer collaboration in early September. The G-Shock retrospective in late September. I have a couple of big level sports collaborations launching at the end of the year and next spring. A bag and accessories collaboration with Hex in the Spring. I also will be in a group show in Los Angeles this December.
If I could add some parting words they would be: I’ve had a great journey from New York City to California and around the world and back. I’ve really focused the last ten years to bring the best balance to the different disciplines I’ve involved in from design to art. I’m pleased with how everything has settled in. It’s been a landmark year for me and I have no intention of taking my foot off the gas any time soon.
See more of HAZE’s portfolio here.
Fatal error: Call to undefined function is_syndicated() in /home/tamra/blog.directoryofillustration.com/wp-content/themes/ubergrid/single.php on line 76