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Casio's Baby-G Hellz Bellz Styles Redefine Wrist Couture
 August 2, 2010

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Melissa Keklak
CASIO AMERICA, INC.
(973) 361-5400 ext. 4403
mkeklak@casio.com

FOR IMMEDIATE RELEASE

CASIO’S BABY-G HELLZ BELLZ STYLES REDEFINE WRIST COUTURE

Collaboration with Los Angeles-Based Apparel Brand Gives a Modern Twist to 80’s-Inspired Designs  

New York, NY, AUGUST 2, 2010 - Fashions made popular in the 1980’s have captivated today’s fashionistas. Bold colors and daring designs have been reimagined to give women a stylish alternative to their classic looks. Casio’s Baby-G will feature two new special edition models through a collaboration with Hellz Bellz, a contemporary clothing brand catering to the growing class of rebellious youth. The BG5600HZ-7 and BG5600HZ-9 add sass to the fashionable Baby-G design with its homage to 80’s pop culture. 

Baby-G, Casio’s leading women’s brand, offers a colorful and chic accent to any trendsetter’s wardrobe while the  Hellz Bellz brand reintroduces strength, individuality and empowerment to women. The broad spectrum of the Hellz Bellz design spans from punk chic to sophisticated couture and deliberately challenges social norms of the role of femininity and masculinity. 

“Hellz Bellz is proud to collaborate with Casio on the special edition Baby-G styles,” said Lanie Alabanza, founder and creative director of Hellz Bellz. “When I was a teenager, I spent my first paycheck on a Baby-G watch and became a genuine fan of the brand. Now it is coming full circle as I am honored to put a Hellz Bellz spin on a watch I have grown up with.” 

The BG5600HZ-7 “polka dot watch” stems from Alabanza’s love of the 80's. The polka dot was a universal pattern that everyone used to wear growing up. The BG5600HZ-9 “taxi cab watch” pays respect to the great streets of New York City, the birthplace of Hellz Bellz. For Hellz Bellz, yellow cabs have been the lifeline of the company since its early stages and have been there through thick and thin.

The two designs are fun and playful, adding a cool and funky element to one’s look. Featuring capabilities for the fashionista on the go, the BG5600HZ-7 and BG5600HZ-9 models are shock resistant and water resistant up to 100 meters. The new watches also feature an EL backlight with afterglow, world time, five daily alarms and countdown timer.

BG5600HZ-7
BG5600HZ-9

“We are thrilled to collaborate with Hellz Bellz on the new Baby-G timepieces,” said Shigenori Itoh, vice president of Casio’s Timepiece Division. “Like Hellz Bellz, Baby-G defies traditional standards of fashion and makes its own rules, creating bold styles that can be worn anytime.”

The BG5600HZ-7 and BG5600HZ-9 models will be available at select Nordstrom, Bloomingdales and Macys in September. Both models will have a MSRP of $89. 

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About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit www.casiousa.com or www.baby-g.com.

About Hellz Bellz
Since 2005, Hellz has provided fashion alternatives for the bold fashionista with edgy tops, jackets, denim and accessories, influenced by all things subversive; from the gritty streets of New York to sexploitation flicks of the 1960’s and 1970’s. Headquartered in Downtown, Los Angeles, Hellz is a contemporary clothing brand catering to the burgeoning class of rebellious youth. Interconnected and ever opinionated, this global community consisting of artists, musicians, and designers lead the world in the creation of subculture. Hellz recognizes this class and celebrates their movement. Helmed by founder and creative director Lanie B., Hellz is blazing a bold new path in redefining the aesthetic of modern fashion. Lanie’s philosophical approach draws from the fine balance of constraint and restraint, walking the fine line between high and low.