Dane Reynolds and Craig Anderson's label is open for biz! Shop now!
Last week, I think it was Thursday for I remember clouds moving in from LA’s twenty-year storm and pooling in the San Bernardino mountains thereby spoiling any chance of a late-winter tan, we saw, briefly, Former’s debut collection.
Former is the surf-skate brand created by Dane Reynolds, Craig Anderson and Austyn Gillette. Other people are involved of course, but these are the brand’s principals.
The launch was accidental and quickly shut down.
But not before we saw a collection (called Luxury 29.99) that included short-sleeved t-shirts (in black, white and coral, priced between thirty and forty-five dollars), one long-sleeved tee (bone, sixty dollars), one shirt (black, one hundred dollars), three pullovers (black, different graphics, sixty-five dollars), two pairs of trunks (one black, one black-and-white patterns, seventy dollars), a Dylan Reider tribute jacket (black, one-hundred-and-fifty dollars), a beanie, a ten-dollar pair of socks and a pack of Former patches that costs eleven dollars.
Former is the sort of thing you wear when you want to be butch enough for the beach, smart enough for school but glam enough for the club. You can wear the t-shirts tight (like Craig) or you can let them sag in a masculine way like Dane.
I had the Luxury Flower pullover, in medium, and costing sixty-five dollars, in my shopping cart but was stymied at check-out when the site was offed. Another BeachGrit reader and occasional writer Adam Jara sent his order away, was rejected (nicely!) and wrote a story about it here.
Before you shop, you can watch an excellent seven-minute short, which includes a track Reeling in the Lies from the classic eighties band Swans, as well as heavy-ish music I’m not familiar with. I’d go with Rammstein, for no other reason than it reminds me of the opening scene in Nymphomaniac.
Former, in my opinion, is what you wear when you want to be butch enough for the beach, smart enough for school but glam enough for the club.
You can wear the t-shirts tight (like Craig) or you can let them sag in a masculine way like Dane.
It’s refined moodiness, it’s even a little thug (all that monochrome)!
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Update: none of u can buy former shit cos its practically all sold out! How the fuck does a company sell out of everything in 2 days?
A simple pull-over hoodie, is that too much to ask?
Ando looks so sad! I just want to give him a big cuddle and whisper in his ear….”It’s ok mate, it’s ok”
Sold out of stock in a week – I’m calling it now.
What’s more dishonest: (1) staying at a failing company that’s firing all your friends or (2) hiring said friends for your own company that you only spent (hopefully) 30 minutes on to design the line and forget to register the domain (once again)?
The general feeling of malaise displayed by the founders – as they model their own clothes – reminds me of eating cereal with expired milk. They don’t even look like they want to have a brand.
Not wanting is the new wanting
Blood Feud: Former vs. Quiksilver’s Diamond Dobby
Zoom for details!
https://uploads.disquscdn.c…
Gonna have to wait until it hits the Costco, yo!
A brand for stagehands everywhere!
Merch-table Chic. Roadie Couture.
However, I do not judge- because that has been very much my aesthetic for 20 or so years.
mine too! but i shop at army surplus. if my cheekbones were a little better my everyday uniform could seamlessly swap in with this stuff
Don’t forget servers! Hoping they come out with some non-slip shoes ASAP!