Collaborations are fast becoming the way to create a limited product that gets everybody talking in the world of board sports these days. Sponsored riders are often putting their names to specific styles of boardshorts and sunglasses, and celebrities from the world of music and sports are no stranger to it too. Just look at the brand power of David Beckham for crying out loud. You could stick his name of a bog roll and it would be a guaranteed seller. Brands are cottoning on to the power of endorsement – and the publicity, demand, and ultimately money, that it can generate. That said, I like it. I like something a bit different and unique and often these collaborations provide the answer.
First we had the Billabong Metallica Board shorts, now I introduce……. the Groove Armada DC Shoes. One of my favourite bands/DJ’s meets one of my favourite skate shoe brands. It had to be good…they didn’t dissapoint. They’ve created two distinctive shoes each refelctive of their history. Firstly, the multi coloured Mismatch Volcano utilises the awesome techno colour theme from GA’s merchandise and graphics. The mismatch execution is taken to another level with the left and right shoe being slightly different from one another. Secondly, the Night and Day A-250 combines eye-cathing glow in the dark logos with the smart sophistication of black and white croc embossed leathers that transform in sunlight to reveal a hidden background colour. I gotta say I’m impartial to a bit of croc leather. If DC keep pumping out shoes like this and Groove Armada keep pumping out the tunes like they have been over the last 15 years…..I’m a happy man.
Want to know what a $10,000 watch looks like? Here it is. Well so Nixon say, it’s not actually on sale, as this is one of 3 custom made 51 30’s for the winners of the Second annual Maloof Money Cup skateboarding event in Orange County, California. According to Nixon’s Marketing Director, “Everybody loves a big payday when you win this event. The addition of these custom, limited watches gives a little extra something that will be around well after the money has been spent and is a lot easier to carry around than a trophy!” With a 6 hand chronograph, over 2 carats of diamonds on a black, high-polish case featuring a custom engraved caseback, and complete with a combination python snakeskin and hand cut Italian leather band this really is pretty unique. Not bad for a days skateboarding.
To hell with value for money….some people just wanna go out there and throw there cash around and let every mother lover know about it (p.s not me: I dont have enough). Well for those who do….this brand new Ceramic 51 30 might be to your liking. Unlike the previous one, this bad boy goes on general release in the autumn, but somehow I think they’ll remain pretty exclusive. That might have something to do with the £2,000 price label slinking off the side of it. But look at it……yes, keep looking……no, really look…. i mean, this thing is the definition of Big Pimpin style. Its absolutely dripping in it. It’s gonna turn heads, and its gonna drop jaws – but that’s the point. If you’ve got £2,000 to spare and a fairly sizeable bicep to boot (this thing aint light) and you want people to know about it – you can’t go far wrong with the 
