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Casio G-Shock Presents ALIFE Collaboration
 January 12, 2011

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

FOR IMMEDIATE RELEASE

CASIO G-SHOCK PRESENTS ALIFE COLLABORATION

Alife Aesthetic meets G-Shock Toughness and Technology

New York, NY, January 12, 2011 — G-Shock has joined forces with the pivotal downtown-New York lifestyle brand Alife to produce a limited edition timepiece that follows the design language of all Alife products while maintaining the G-Shock standards in water and shock resistance. A first time partnership, the new G5500AL-1 perfectly mirrors the classic, bold, clean and technical advancements native to both G-Shock and Alife.

Casio G-Shock and ALIFE G5500AL-1
“We are very demanding when it comes to the work Alife produces. We see this collaboration as Casio's recognition of Alife's worldwide influence. It is a compliment and an acknowledgment of our work,” said Robert Cristofaro, cofounder of Alife. “It is very exciting and another step in the direction that the Alife brand is headed in the future.”

Distinctively black on black, the G-Shock X Alife watch features a striking reverse LCD paired with understated white detailing. The advanced feature of Self-Charging, Tough Solar Power technology makes the G5500AL-1 both smart and attractive.

Casio G-Shock and ALIFE G5500AL-1
Self-Charging, Tough Solar Power - A tiny, solar panel combined with a large-capacity rechargeable battery enables a variety of energy-hungry functions to operate smoothly. The result is an impressive solar timepiece that assures reliable timekeeping and greatly reduces the need for battery change.

“We are thrilled to work with such a progressive brand as Alife,” said Shigenori Itoh, Vice President of Casio’s Timepiece Division. “We both share a constant commitment to adapt to our consumers needs for cutting edge fashion without compromising quality.”

Accented with the Alife logo on the band and backcase, the G-Shock X Alife watch features 200M Water Resistant, Full Auto EL Backlight, World Time (29TZ/48 Cities), 4 Daily Alarms and 1 Snooze Alarm, 1/100th Sec. Stopwatch, Countdown Timer, Mute Function, 12/24 Hr. Formats, Battery Power Indicator and Power Saving Function.

Available in January 2011, the G5500AL-1 retails for $130. For more information, visit www.gshock.com

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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 equipments 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 our website at www.casiousa.com.  

About ALIFE
blog.alifenyc.com/

Founded in 1999, ALIFE is a New York City-based, multi-tasking, multi- faceted lifestyle driven company. ALIFE is well known for its curatorial work, creative direction and production of editorial content for books and magazines, art shows, retail concepts, top-tier branded collaborations, and live music events.

In addition to ALIFE flagship retail, Alife operates the ALIFE RIVINGTON CLUB, or A.R.C., widely recognized by consumers, press and industry as the worlds premiere sneaker boutique.

Finally, ALIFE is also ALIFECREATIVE, a full-service creative agency with extensive experience in corporate ID, interior, and magazine design, as well as event planning and execution.

Artists curated by ALIFE include Ryan McGinness, Steve Powers, Todd James, RoStarr, Shepard Fairey, Craig Costello, Eric Haze, Kai Regan and Clayton Patterson.

Recording artists that have performed at ALIFE SESSIONS include John Mayer, Drake, Cypress Hill, Ninjasonik, Just Blaze, Bun B, Q-TIP, Talib Kweli, Moby, The Clipse, Aus Raux, Three Six Mafia and Nas.

ALIFE branded goods are sold in top specialty boutiques and department stores in the US, Europe and Asia; and in ALIFE Flagships in New York, Vancouver and Tokyo.