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FORMER MERCHANDISE

 

FOUNDED BY CRAIG ANDERSON, DANE REYNOLDS, AUSTYN GILLETTE & DYLAN RIEDER — INDEPENDENTLY OWNED AND OPERATED WITH THE INTENTION OF CREATING AND PRODUCING WHAT WE LIKE TO WEAR AND BE A PART OF

 

One thing that the group’s keen to make known is that although they’re not the most experienced retail outfit, they’ve got complete autonomy over Former. There’s no outside backers (despite much interest), and every piece in every range has been painstakingly designed within the group. They’re not sticking to the shackles of seasonal releases, rather each range will be available to buy when it’s good and ready. 

In a refreshingly stark departure from the usual huge, cater-to-everyone releases in every colour imaginable. It’s black and white, a little coral, and the message is clear: ‘The colourless system of control and easy listening brought to you by…’ It’s tongue in cheek, sarcastic, and it certainly pays homage to the guys’ late pal, Dylan. “He was involved as much as physically possible over the last year,” says Craig. “And he played a big part in the clothing and the whole ‘fuck you’ aesthetic. He was a super smart dude with great taste who could set trends and do whatever he wanted.” 

Surfing and skating are well due for a shake up, and Former may well be the brand to do it. Dane sums it up well: “For me personally, if kids respond well and are stoked on it, if they get into it and we can build a culture around it, then it’ll be a success.” You’d be brave man to doubt Craig, Dane and Austyn’s ability to create a culture.