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Buy: Dane Reynolds-approved Nail Polish!

Derek Rielly

by Derek Rielly

Former moves into male cosmetica!

One of the most interesting things about the business experiment called Former, with Dane Reynolds as its CEO, is its determination to succeed.

Dane tore up a $400,000-a-month contract, and Craig Anderson a million bucks a year, to pour themselves into Former and early signs suggest neither surfer is too proud to package or promote the range of t-shirts, pullovers, pants, beanies, trunks, towels, jackets and… nail polish.

Nail polish?

Oh yes, it’s a thing. As the New York Times breathlessly reported a few years back, nail polish for men “has had an explosive growth.”

Me, I kinda like the nail polish thing if it ain’t black.

Black reminds me of rain-soaked days in film festivals with earnest young men looking gloomy, smoking sad cigarettes and wearing hats that belong on the captains of sea-going boats. It’s an easy wear.

I figure, if you’re going to be a nail polish guy, at least throw a little sun-ripened technicolour in there and get real fruity.

The Former range includes the colours: white devil, jazzberry jam, banana mania, radical red and atomic tangerine.

The full “Premium Violence” set costs twenty American dollars plus postage.

Buy here. 

And watch the gang’s latest promo movie, Premium Violence, here.