Nooka Collaborates with Shin Tanaka

New York, NY, July 24, 2007 – Nooka Inc. is excited to announce a collaboration with Japanese cultural instigator Shin Tanaka. A self-proclaimed graffiti artist, paper toy creator, tee shirt and web designer, Shin Tanaka brings new perspective to pop culture via his unique creations. Partnered with Matthew Waldman, founder and designer of the Nooka line of watches, Nooka Inc. is introducing a series of Tanaka paper "boxboys" that visitors to the website can download, customize, assemble and share with the rest of the Nooka community. The "boxboys" are now available online at www.nooka.com/boxboy.

Watches are not new and neither is paper. Members of each other's mutual admiration society, Tanaka and Waldman found that each shares a tenacity for reinventing the familiar. Tanaka takes the age-old art of origami and injects a pop culture sensibility, breaking all notions of paper folding. At the same time, Waldman redefines the modern experience of time telling by designing watches that display the passing of time graphically: visual mass increases as time passes. A happenstance introduction to each other and the Nooka "boxyboy" was born.

Shin Tanaka spends his day analyzing traffic patterns for a major car company. By night, he moonlights as a cultural mover and shaker. Tanaka notes that his work is deeply influenced by hip-hop culture, especially that of graffiti art. "There are a lot of strong, passionate messages in there. When I think of a new idea and design, I'm always listening to hip-hop music with the volume turned up." Not surprisingly, Tanaka also relates his inspiration to fashion. Nooka watches are fashion icons in themselves, having made its way into well over 100 fashion magazines and fine shops worldwide. The partnership was destined to happen.

"Boxboy", reminiscent of rectilinear robots, circa 1950, are simple to make, fun, customizable and free. Visitors to the site can download the one-of-a-kind Tanaka templates and instructions. Upon creating their own paper "boxboys" visitors can submit images of their completed designs for all Nooka fans to see. The possibilities are endless.

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