joyrich_t670

Joyrich has once again exclusively made their mark in another genre, this time with Casio’s ever expanding line of Baby-G watches.

Creative Director, David Melgar has executed an eccentric vintage feel that Joyrich has come to be known for. With the beloved leopard print, marron and pink color combo, and gold accents, Joyrich and Casio have birthed a style the watch has never had the opportunity of displaying before. This venture for Joyrich is just one of many moves that illustrates how they continue to transcend across the lines of just being urban street ware, and are creating and perfecting their own.

Via our exclusive interview with David Melgar he continued to reiterate that Joyrich is a brand for everyone. It’s eclectic style and range of options can find its place amongst various lifestyles from urban hip hop to couture chic. The brand and its team have transformed the Baby-G template into a Joyrich masterpiece.

An entire limited edition line will also accompany the watch, including jerseys, hats, duffle bags, backpacks and more.

Yesterday The Source Magazine had the opportunity of putting on a mini soirée with Joyrich in Los Angeles, to kick off the launch of the watch which will be available mid June. Three words David Melgar, said described the time piece were, ‘funky, fresh and new’, the event boasted a similar atmosphere. With champagne by the caseload, and a dope dj, the event also featured a candy bar, and a mini green screen for custom photo shoots. Beloved fans of the brand filled the audience, and the mix of nearly every kind of person showcased the wide appeal Joyrich has in Los Angeles.

The watch will be available in the Los Angeles location for two weeks only following the event, and then will also be carried in major retailers like Bloomingdales and Nordstrom, as well as other vendors world-wide.

Ashlay Avery
@ashmytash

zonacasio-casioBG-6900JR-4-joyrich-gon-2013-01