We Are Rewind GB-001 Cassette Boombox: Old-School Stylish

I don’t participate in the current resurgence of vinyl enthusiasm, but I understand it. Whether you believe it sounds better than digital, there’s no denying the visceral joy of record shopping, carefully placing that black 12-inch disc onto a turntable, and then dropping the needle. Not to mention the impact that album art and liner notes can have on the listening experience.

No one claims that cassette tapes sound better than, well, anything other than AM radio. Most of the plastic cartridges have about as much physical charm as a disposable lighter—they're kitschy collectibles more than archival artifacts. I didn’t anticipate that the classic boombox, with its central tape deck, would make a comeback, but here we are.

At the forefront of this nostalgic new wave is We Are Rewind (or Rewind), a French startup that first came to our attention in 2023 with its stylish reboot of the Walkman: The $160 WE-001. The company’s second cassette-based product is the $579 GB-001. You’ll also see it referred to as a “Blaster.” (The French company decided to let the audience guess what the G in the GB-001 model name means). It is confusingly also listed as its specific black color, which Rewind calls “Curtis.”

Is a $579 fake boombox worth the money to you? Depends on how much of an aesthete you are, and how big your tape collection.

A John Hughes Remake

Photograph: Simon Cohen

Like the WE-001’s contemporary take on portable cassette players, the GB-001 captures the essence of iconic 1970s/1980s boomboxes, while applying a modern aesthetic (and a few modern capabilities).

One look at the GB-001 and you can see the broad brushstrokes have been preserved: the oversize, round metal grilles protecting the drivers, the brawny, full-width folding handle, and the tape deck itself, which, according to We Are Rewind’s founder and CEO, Romain Boudruche, uses a high-performance motor, comparable to those used in 1990s hi-fi decks. It’s beautifully built, with clean lines and a nearly seamless construction. Simple black rotary knobs adorn the top surface.

Then there’s the size and weight. At 19 inches wide, 10 inches tall, and 15 pounds, it’s a beast. It’s so substantial, even the force required to press the front-mounted tape playback buttons won’t budge it if it’s on a flat surface. Yes, it’s portable, but I doubt you’ll want to carry it very far.