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G-Shock Proudly Presents Life Is Tough Photography Exhibit
 February 10, 2009

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Melissa Keklak

CASIO AMERICA, INC.
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mkeklak@casio.com


FOR IMMEDIATE RELEASE

G-SHOCK PROUDLY PRESENTS LIFE IS TOUGH PHOTOGRAPHY EXHIBIT

G-Shock Teams Up with Fred Segal and Renowned Photographer David Perez Shadi

DOVER, NJ, February 10, 2009 — Casio G-Shock has partnered with renowned photographer David Perez Shadi to showcase never-before-seen photographs at Fred Segal in Santa Monica. Commissioned by G-Shock, the exhibition, ‘Life is Tough,’ depicts the toughness of individuals from various walks of life and the resilience of G-Shock to thrive in the most rugged environments.

Life is Tough opened this past Saturday, February 7th, 2009 in the Conveyor department of Fred Segal and will continue through to February 28th. Visually stunning, David Perez Shadi has hand selected twelve images that capture G-Shock toughness.

“Casio G-Shock is proud to be a purveyor of such a fine exhibition”, said Shigenori Itoh, Vice President of Casio’s Timepiece Division. “To collaborate with an iconic brand like Fred Segal is a testament of G-Shock’s ability to be both trendsetting and relevant.”

To commemorate the exhibition, G-Shock and Fred Segal will host an exclusive party on February 21st. The festivities will include music by HVW8 DJs - Ty G and Max. Immediately following the event at 7PM the evening of, Fred Segal will sell an ultra-limited edition Fred Segal x G-Shock collaboration watch. Only ten pieces have been produced for the Fred Segal Santa Monica location to celebrate the Life is Tough exhibition.

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, business projectors, 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

ABOUT THE ARTIST
Shadi began photographing his environment while attending Mt. St. Michael High School and writing graffiti. Shadi soon shifted his focus and began to work for various fashion photographers such as Ken Nahoum, Wayne Maser and Randall Mesdon. In the early 90’s he began to work more on film projects under the wings of Kevin Bray and Gina Harrell of HEX Films. It was at this time that Shadi landed his first photo shoot with The Source Magazine. This shoot laid the groundwork for Shadi’s career.

Shadi has photographed campaigns for such clients as: Stussy, Supreme, BBC/Ice Cream, taps, Gravis, Deluxe, Spoonfed, Recon, and Swagger. Shadi’s editorial work has appeared in magazines such as British GQ Style, Jalouse, L’Official, Huge, I-D, The Face, Brutus, Frank 151, Australian Financial Review just to name a few.

Currently, Shadi continues to produce images for numerous fashion and music magazines, advertising campaigns, and music videos for select clientele. He is also finalizing material for his first fine art book titled - ‘The Good Old Days’ - which will focus on his photography.

ABOUT HVW8 DJS
HVW8 Dj’s Ty G and Max are best known for their International podcast sets recorded live from the HVW8 Gallery in Los Angeles, featuring eclectic sets of electronic, dance, soul, funk and boogie and everything in between. Past guests on their show have included Parra, Black Spade, Daz-I-Kue, JT Donaldson, Blu and Exile, House Shoes, Language, Twilite Tone, Amir (of Kon and Amir), Noelle Scaggs and DJ Rhettmatic.  Ty G and Max also have regular gigs both in Los Angeles and abroad.  HVW8’s Music My Art was Nominated for Best Compilation of 2006 for the BBC’s Radio 1 Awards.

For more information please check www.hvw8.com