Fossil partners with Maui and Sons and Madrid Skateboards
Fossil is thrilled to announce partnerships with two iconic American brands – Maui and Sons and Madrid Skateboards – paying homage to our vintage roots. With both brands’ heritage spanning decades, the Maui and Sons x Fossil and Madrid x Fossil collaborations celebrate the heritage of the skateboarding and surfing communities. Alongside the release of the collections, Fossil is sharing its social media with surf and skate athletes to show why they #LiveToSurf and #LiveToSkate – highlighting their passion, their values and how skateboarding or surfing is integral of their daily life. The two exclusive collections will be available from June 20 at Fossil, Maui and Sons and Madrid.
First introduced in 1980 at founder Jeff Yokoyama’s Maui home, Maui and Sons was an instantly iconic action sports apparel brand and has since gone on to become a staple on SoCal beaches. Celebrating this rich history, the Maui and Sons x Fossil collection is launched with two solar-powered watches made with more environmentally friendly materials, two designs inspired by the brand’s mission to combine an active lifestyle with gratitude to nature. The Maui and Sons x Fossil FB-01 Solar Powered Watch, based on our classic scuba-inspired watch platform, is designed around the surf brand’s iconic ’80s cookie logo – a nod to the Yokoyama family’s chocolate chip cookie recipe . The watch is made with a #tide ocean material® case (42mm), rotating bezel and nylon straps, components made with recycled and ocean-bound plastic waste that is processed into sustainable plastic reinforced with natural fibers .
The Maui and Sons x Fossil Solar Powered Analog-Digital Watch also includes a solar-powered rechargeable battery, plus a castor oil case (42mm) and top ring, and recycled tetraphyte polyethylene (rPET) hook-and-loop straps. The piece celebrates the Maui and Sons brand’s core colors, including their surf-inspired rainbow gradient. Both watches in the collection feature an enamel-filled Maui and Sons cookie logo on the caseback and are packaged in a limited-edition Maui and Sons x Fossil collector’s box. The timepieces will be available for $150 (Solar Powered Watch FB-01) and $190 (Solar-powered analogue-digital watch).
Besides the watches, the collection also includes a special watch co-branded hat and long-sleeved t-shirt featuring remastered artwork exclusively for the Maui and Sons x Fossil Collection. The ‘Time To Shred’ artwork features the brand’s iconic Shark Man wearing a watch from the collaboration, preparing to catch waves with his cookie logo surfboard. Clothing will be available for $30 (hat) and $35 (shirt, sizes small to extra large).
“This collaboration truly embodies the roots of both our brands – optimism, creativity, authenticity and a collective admiration for Mother Nature,” said Dakota Scoppettuolo, Chief Marketing Officer. Created with eco-friendly materials and designed with shapes from our original Shark logo and our cookie logo – symbolizing the elements of earth, wind, fire and sea – the watches blend the pop color of the years 80 from Maui and Sons with Fossil’s sleek and innovative design. We hope those who wear these designs will be inspired to do the things they love with great admiration and appreciation for nature.
Born in Southern California, Madrid has been handcrafting skateboards since 1976. For the Madrid x Fossil collection, our brands have come together to create a limited-edition watch and exclusive skateboard that echoes the ’70s-inspired looks of classic Madrid skateboard decks. The Madrid x Fossil Neutra Chronograph Watch (44mm case) features a maple wood veneer dial, textured black under-eyes, chronograph function with 30-minute elapsed timer, and brown leather straps made with eco-leather (our same high-quality leather tanned via a resource-efficient process). With each watch, the limited-edition box set includes a branded bottle opener and 1:8 scale fingerboard. The exclusive packaging, a unique maple veneer box, is decorated with a matching griptape and a halftone dot pattern reminiscent of Madrid graphics from the 80s. Each set is equipped with an individually numbered plaque and will be launched for $280.
In addition to the watch box, we are delighted to share our co-designed skateboard, available in a limited edition of 250 boards to celebrate our partnership. The exclusive deck is made by Madrid and features Fossil’s heritage graphics on the deck. The Madrid x Fossil skate will be available for $174.
“Madrid Skateboards is proud to partner with Fossil, an iconic American brand with a rich history similar to ours,” said Jerry Madrid, Founder of Madrid Skateboards. “Our collection is inspired by our time spent in the carpentry shop making skateboards and testing new innovations. By incorporating textures of maple and griptape into a watch, Fossil has captured the essence of materials we use every day to build the boards we love to ride.
Visit Fossil.com, MauiandSons.com, MadridSkateboards.com and select Fossil retail stores to be the first to shop the limited Maui and Sons x Fossil and Madrid x Fossil collections from June 20and follow @Fossil to stay up to date with current and future launches.
Fossil was inspired by American creativity and ingenuity. Breathe new life into the watch industry by making quality, fashionable watches that are both fun and accessible. Creativity was at the heart of everything we did. Today, we continue to focus on what makes us, us: our optimistic attitude, our dedication to authenticity and, of course, our creative spirit. The items we make, from traditional watches to smartwatches, bags to wallets, jewelry to gifts, complement every style and fit every lifestyle, for every moment that makes you, you.
MAUI AND SON
Although we didn’t start out as the fun sportswear brand we know today; we’ve been all about the finer things in life since day one. Enthused by his family’s homemade chocolate chip cookies, Jeff Yokoyama (aka Yoki) was inspired to spread joy to the island of Maui through the family recipe, and in 1980 Maui and Sons was born. When the trip encountered a fork in the road, Yoki went with the flow, embarked on a new adventure, and brought the famous cookie logo designed by his friend and fellow surfer Rick Rietveld for the ride. Following in the footsteps of entrepreneurs pouring their energy into their passion, Yoki turned to action sports apparel, put the cookie logo where he was told he couldn’t – the back pocket – and the innovative Maui and Sons madras board shorts were an instant hit. By focusing on marketing their products to local Southern California surf shops and high schools, a following emerged and the brand became a fixture on the sunny beaches and skate parks of SoCal. As the 80s moved into the 90s and beyond, it continued to grow through innovative designs, impactful graphics, memorable illustration-based advertisements and an exciting color palette – now the mold for sportswear brands worldwide. 40 years later, you’ll find the Maui and Sons cookie logo on beaches around the world, worn by people who cultivate harmony in their lives by combining an active lifestyle with gratitude for the joys provided by mother nature. .
Jerry Madrid started shaping surfboards in his parents’ garage in Southern California in the late 1960s. When the waves weren’t good enough for surfing, Jerry shaped skateboards for himself and his friends. friends. In 1976, while also working as a firefighter, Jerry officially started the business and enlisted the help of his brothers Jim and Jeff to help with operations.
After developing some of the first modern concaves to hit the market, Madrid Skateboards produced a series of iconic collaborations throughout the 80s, including the Madrid x Valterra skateboard ridden by Marty McFly in the original. Back to the future movie, and the Vans x Madrid Fly Shoe, Vans’ first co-branded skate shoe. More recently, Madrid has been featured in the popular Netflix TV series stranger things. Today, we still produce skateboards from our factory in Huntington Beach with the belief that boards should be crafted to perfection and guaranteed to perform.