There’s been rumblings about a new brand from Dane Reynolds, Craig Anderson and Austyn Gillette for over a year now. It's taken some time for the dudes to roll out the brand officially because the very reason that the trio set up their own shop is so they don’t have to be slaves to deadlines, KPIs and other restrictions.
After much internal debate about names, release dates, logos, samples and the like, they’ve decided on Former as the name, and their first range is now live. The new brand is made up of the trio above and former pro surfer/go-to LA guy Warren Smith—who along with his best pal and designer Grady Archbold, and Creative Director/Fearless Leader of Monster Children, Campbell Milligan, make up the rest of the tight-lipped outfit.
Former was originally a quartet, before the tragic passing of Dylan Rieder at the end of last year. The crew first came together over the massively fun Team Average trip back in 2012, during which they camped, surfed, skated, and drank their way up the east coast of Australia. The Former's mantra is relatively simple. It carries an undeniable "Fuck You" aesthetic and after years of being at the disposal of large, disconnected companies, Dane, Craig and Austyn are out to create the brand they want to ride for, and the clothes they want to wear.
Watch Former's first full-length edit below, featuring Craig Anderson, Luxury 29.99.