Fossil Partners with Maui and Sons and Madrid Skateboards
Fossil is excited to announce partnerships with two iconic, American brands — Maui and Sons, and Madrid Skateboards — paying homage to our vintage roots. With both brands’ legacies 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 our social channels with surf and skate athletes to showcase why they #LiveToSurf and #LiveToSkate — spotlighting their passion, values and how skateboarding or surfing is an integral part of their everyday lives. Both exclusive collections will become available beginning June 20 at Fossil, Maui and Sons, and Madrid.
First introduced in 1980 in founder Jeff Yokoyama’s home of Maui, Maui and Sons was an instantly iconic action sports apparel brand and has continued to grow into a beloved staple across the beaches of SoCal ever since. Celebrating this rich history, the Maui and Sons x Fossil collection launches with two solar-powered watches made with more eco-friendly materials, both designs inspired by the brand’s mission to pair an active lifestyle with gratitude to nature. The Maui and Sons x Fossil FB-01 Solar-Powered Watch, based on our classic dive-inspired watch platform, is designed around the surf brand’s iconic ‘80s cookie logo — a nod to the Yokoyama family chocolate chip cookie recipe. The timepiece is crafted with a #tide ocean material® case (42mm), rotating bezel and nylon straps, components made with upcycled, ocean-bound plastic waste that is transformed into durable plastic reinforced with natural fiber.
The Maui and Sons x Fossil Solar-Powered Analog-Digital Watch also features a solar-powered rechargeable battery, as well as a case (42mm) and topring made with castor oil, and velcro recycled polyethylene tetraphyte (rPET) straps. The piece celebrates Maui and Sons’ core brand colors, including their surf-inspired rainbow gradient. Both timepieces 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 collectible tin. The timepieces will be available for $150 (FB-01 Solar-Powered Watch) and $190 (Solar-Powered Analog-Digital Watch).
Alongside the watches, the collection also includes a special co-branded hat and long-sleeve t-shirt with artwork remastered 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, getting ready to catch some waves with his cookie logo surfboard. The apparel will be available for $30 (hat) and $35 (shirt, sizes small to extra large).
“This collaboration truly embodies the roots of both of our brands — optimism, creativity, authenticity and a collective admiration for Mother Nature,” says Dakota Scoppettuolo, Director of Marketing. Created with eco-friendly materials and designed with shapes from our original Shark logo and cookie logo — symbolizing the elements of earth, wind, fire and sea — the watches blend Maui and Sons’ pop of 80s color with Fossil’s sleek, innovative design. We hope that those who wear these designs are inspired to do the things they love with great admiration and appreciation for nature.”
Born in Southern California, Madrid has been making skateboards by hand since 1976. For the Madrid x Fossil collection, our brands have come together to build a limited-edition timepiece and exclusive skateboard echoing the ‘70s-inspired looks of Madrid’s classic skateboard decks. The Madrid x Fossil Neutra Chronograph Watch (44mm case) features a maple wood-veneer dial, black griptape-textured subeyes, 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). Along with each watch, the limited-edition box set includes a branded bottle opener and a 1:8 scale fingerboard. The exclusive packaging, a unique maple veneer box, is decorated with matching griptape and halftone dot pattern reminiscent of Madrid’s ‘80s-era graphics. Each set is outfitted with an individually numbered plaque and will launch for $280.
In addition to the timepiece box set, we’re excited to share our co-designed skateboard, available in a limited run of 250 boards in celebration of our partnership. The exclusive board is crafted by Madrid and features Fossil’s heritage graphics on the deck. The Madrid x Fossil Skateboard will be available for $174.
“Madrid Skateboards is proud to be partnering with Fossil, an iconic American brand with a rich history similar to our own,” says Jerry Madrid, founder of Madrid Skateboards. “Our collection is inspired by our time spent in the woodshop crafting skateboards and testing new innovations. By incorporating maple and griptape textures into a timepiece, Fossil has captured the essence of the materials we use everyday 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 beginning June 20, and follow @Fossil to stay up to date on current and future launches.
Fossil was inspired by American creativity and ingenuity. Bringing new life into the watch industry by making quality, fashionable watches that were 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 things we make, from traditional watches to smartwatches, bags to wallets, jewelry to gifts, complement every style, and fit every lifestyle—for all the moments that make you, you.
MAUI AND SONS
While we didn’t get our start as the fun-loving activewear brand we’re known as today; we’ve been all about the good things in life since day one. Stoked on his family’s home-made chocolate chip cookies, Jeff Yokoyama (aka Yoki) was inspired to spread joy across the island of Maui through the family recipe, and in 1980 Maui and Sons was born. When the journey met a fork in the road, Yoki went with the flow, embarked on a new adventure, and took the famed cookie logo designed by friend and fellow surfer Rick Rietveld along for the ride. Following in the footsteps of entrepreneurs who pour their energy into their passion, Yoki turned to action sports apparel, placed the cookie logo where he was told he couldn’t – the back pocket – and the innovative Maui and Sons madras surf short was an instant success. Focusing on marketing their products to Southern California surf shops and local high schools, a following emerged, and the brand became a beloved staple across the sunny beaches and skateparks of SoCal. As the 80’s rolled into the 90’s and beyond, it continued to grow through innovative designs, impactful graphics, memorable artwork-based advertisements, and an exciting color palette – now the mold for activewear brands worldwide. 40 years later, you’ll find the Maui and Sons cookie logo on beaches the world over, worn by people who cultivate harmony in their lives by pairing an active lifestyle with gratitude for the joys provided by mother nature.
Jerry Madrid began shaping surfboards in his parents’ Southern California garage in the late 1960s. When the waves weren’t good enough to surf, Jerry shaped skateboards for himself and his 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 assist in the 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, the first co-branded skate shoe from Vans. Most recently, Madrid was featured in the popular Netflix television series Stranger Things. Today, we’re still turning out skateboards from our Huntington Beach factory with the belief that boards should be crafted to perfection and guaranteed to perform.