In Conversation With Dhruv Khurana
BTB: How did the collaboration with G-SHOCK come about? Can you share a pivotal moment or connection that helped bring this partnership to life?
Dhruv: G-SHOCK has been this voice in the cultural zeitgeist globally for the longest time. When they reached out about doing something together, especially with us being their first collaborator in the country, it was the kind
of idea that excited the 5-year-old in us.
BTB: From initial discussions to final execution, what was the overall timeline to create the pieces? What were the key stages or turning points in the process?
Dhruv: The whole thing took about a year, from our first internal brainstorming sessions to getting final approvals from
the G-SHOCK global team. The key was figuring out the story we wanted to tell. It had to speak to the brand, convey that sense of power and yet feel special in the context of G- SHOCK’s global catalogue and collaborations library.
BTB: Were there any unexpected learnings, whether about your own brand, your audience, or the collaboration process, that emerged during this partnership?
Dhruv: It reaffirmed how much our audience leans into intention. The more we revealed about the story behind the
design, the more it resonated. People didn’t just want to see the product, they wanted to understand it and
connect with it.
BTB: If you were to approach this collaboration again, is there anything you would do differently, either
creatively or operationally?
Dhruv: With any meaningful project, the nature of a growing brand is that you’ll always look back and find things you
might refine, whether that’s streamlining the process, building more touchpoints, or thinking bigger in
execution. Overall, we are proud of what both teams created together. The collaboration gave our community
something that feels true to both brands
BTB: What guidance or insights would you share with emerging brands looking to engage in meaningful global
collaborations?
Dhruv: Start by aligning on values before anything else. Aesthetic synergy and amplified reach is important, but it’s
shared belief systems that make the collaboration durable. When both brands are clear about what they stand
for, the rest of the process feels intentional from start to finish.
