The supergroup allegedly falls apart for the last time!
Some rumors, when they float across my horizon, bring such joy. Others, though, bring tears. Do you recall when Dane Reynolds x Craig Anderson had theoretically joined forces to craft a surf brand aimed at sullen millennials? It maybe was to be named Destroyr or Destroyer and maybe was to feature poorly drawn middle fingers and beer cans.
We reported six months ago that it might be dead but I have received new information this morning from a friend of a friend of a friend of a friend of Craig’s that suggests we will not be seeing it in our lifetime.
Allegedly Craig said, “We just wanted different things…” which makes me wonder. Did Craig want plunging necklines and did Dane want Beefy-T chokers? Did Dane want scribbled Tecate cans and did Craig want scribbled Melbourne Bitter bottles? Did Craig want knit beanies and did Dane want wool beanies? Did Dane want more and did Craig want less?
I suppose we’ll never know….but I’ll ask my friend of a friend of a friend of a friend of Craig’s just in case. And this news does make me very sad. No matter what you think, Dane and Craig were two of the most exciting surfers to come along since…since…since Kai Otton. Seeing them launch a label reflective of their arts would have been well-received. I still have hope beyond hope that they will get over their differences and recognize that they are stronger together.
Also, though, I wonder if Quiksilver seems so much better now in the rearview? If it glows with the ethereal warmth of nostalgia? I wonder if Craig goes to sleep in one of his old Quik t-shirts, lovingly pulling it close, smelling its seams, caressing the mountain and the wave? If Dane finds himself in his garage late at night affixing then tearing off, affixing then tearing off, Quiksilver team stickers?
I do both of these things and Quiksilver never even sponsored me.
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I thought they couldn’t create a clothing company anyways? DIdn’t they have to sign something with Quik that said they couldn’t start a competing company?
This is disappointing. But ask yourself how confident you’d feel starting a brand that featured logos on t-shirts? Do people care?
I’m shocked that this didn’t work out, ah well they can both go grovelling back to quiksilver or any other brand and whore themselves out for top dollar, at least that’s what I would do. Nothing ventured nothing gained eh, better it fall apart after one year, than after ten years, both those guys have plenty of years left as top pros!
a friend of a friend of a friend told me that both have been talking with an artist that designed some logos for a torquay surfboard company back in the day…
Do you think that they realized how much work making a brand actually takes.? Dane rolls around in all the Quiksilver/Channel Islands money, why would you need a job with all that money.??
i think creative differences and the ando’s inability to make decisions ultimately made the “brand” fall through. guess dane wasn’t into painting his finger nails either
You may have started Kai Ottz vs Beachgrit feud here Chas
Is kai ottz the same as jay ‘bottle’ thompson?
I’d like to think they both read Naomi Klein and decided to stop whoring branded goods.
Well I can tell you for sure, it’s a fuck load easier getting paid hundreds of thousands of dollars a minute by a company with 8000 employees, then it is running one with two.
I really, really, really, want to be sad but I’m not. Oh well.
I always picture Craig going to sleep with a Summer Teeth shirt on his pillow instead of a pillow case.
Should of read: Dane X Craig brand destroyed! Never, ever turn down an opportunity for a pun in a headline!
So that was exactly my first instinct but the more I rolled it over in my head, the more it sounded like their brand’s name is Destroyed. Which might be a good name now that I think about it some more…
Reading it out aloud you’re kinda right… About both. Dane if you’re reading?..
Professionalism was an issue: Dane wanted Craig to cut his hair… Craig thought Courtney did that… bridge too far, I guess…
A+ today, no doubt. Your shit is classic. Hope to get your take on the new video from the Lemoore compound up on stab. They get all serious, with interesting music added for effect. Its kind of funny
I just saw! BeachGrit will do a super low production value, zero new perspective take on it!
That’s why we love you, Chas…you are the champion of low expectations.