Too Late

My friend Ryan is the king of hipster fashion. It seems like every time he changes his style I start to notice more and more hip folks at bars dressed like him.

A few months back he started wearing a watch, kind of rubbery and brightly colored with a small time face. It looked more like one of those “Livestrong” type bracelets everyone was wearing a few years ago than a watch. When asked about it he said they’re all the rage in Italy. He somehow got hooked up with some Italians and became a US distributor for the watches. I didn’t quite believe him that these simple, bright and inexpensive watches were popular in Italy, the land of fashion, but I didn’t really think much of it.

He gave me one of the watches a while back, I’m not a jewelery person but I wore it for a few days, a lot of people commented on how cool it was, then I gave it away to a friend. Now that in itself isn’t really worthy of me writing about it to post up here, but then something funny happened.

One day on the Facebook I got a friend request from “Too Late”. I decided to add them as a friend and didn’t think much of it. One of the ways the Facebook works is that when your friends are tagged in photos it shows up on your newsfeed. A lot of stuff ends up on there, so I don’t pay attention to it most of the time, but I started to notice more and more photos tagged with “Too Late” in them. One day I was bored to I started clicking on them. All of a sudden I was looking at all sorts of photos of Italian hipsters showing off their Too Late watches. They were in cities like Milan, Rome and Bologna. Drinking, dancing and partying, all while wearing one of these watches. The more I looked at it the more I realized these things must actually be really popular in Italy.

So now everyday I get a few pictures of random Italian hipsters posing with their Too Late watches mixed in with info about my actual friends on the Facebook. It’s pretty amusing.

You can see the watches on their English language website.

And if you’re in San Diego and want to be on the cutting edge of Italian-hipster style you should hit up Ryan on Myspace to buy a watch.

And if you’re on the Facebook and want to see all the action for yourself, add Too Late as a friend.

Below are a few of my favorites.