Both New York-based watch brand Nooka and headwear label Neff Headwear built a following on savvy customers with an adventurous sense of style, an appreciation for bold graphic prints and illustrations, and active lifestyles that subject their garb to some serious wear and tear.
Nooka founder/designer Mathew Waldman's futuristic watches seek to create a "universal" language by showing time in a variety of fashions — for example, using bars to display hours and minutes. Their popular Zub Zen-V style, for example, features three strips running vertically along the face of the watch, with the darkened bars on the left-hand and center columns working to display the number of hours and the bars in the strip on the right-hand side showcasing the minutes, with markings at the 15, 30, and 45 minute points. A boxed window display on the right-hand side displays the number of seconds, while a larger box beneath it indicates the date.
Neff Headwear, meanwhile, seeks to provide sturdy skulls, caps, and beanies for skaters, skiers, and urban fashion hounds alike — all featuring modern graphic components.
Now, the two brands have joined forces to create a limited-edition wristwatch based on the Zub Zen-V model, available starting February 7th. The Nooka x Neff Mindstyle watch has a square case measuring 38mm x 38mm; an LCD display denoting the alarm, chronograph, date and time, and featuring the Neff logo and its signature icon (a smiling boy licking his lips); and a heather gray PU band with a width of 20 mm.
The eye-catching strap features a Navajo-inspired print in vivid yellow, turquoise, neon kelly green, and purple colors that's been pixelated for a punchy, '80s retro, arcade-like effect. The stacked, arrow-shaped strips of color running from side to side and the concentric diamond shapes recall traditional Navajo textile patterns, while the neon colors and digitized details recall Dire Straits' 1985 "Money For Nothing" video.
Nooka x Neff Mindstyle watch, $150. Pre-order at Nooka.com
