Former's Dane Reynolds and Craig Anderson kicked
around by the rotten surf media!
And are you as thrilled as I am for the
impending launch of super brand Former? Dane Reynolds,
Craig Anderson and Austyn Gillette’s surf/street collection
described by Derek Rielly as “neither revolutionary nor radically
aggressive but who wants to wear poom-poom shorts and
off-the-shoulder tees?”
It almost a wonderful day in surf fashion!
Except there has been some chop in Former’s sea. Some
unnecessary wobble. The brand, you see, has been bullied! And
bullied by none other than the surf media!
It all started when Former was allegedly being called
Destroyer except the boys, as it is rumored, had not
actually secured either the trademark nor the URL
destroyer.com. The way I heard it told, and this is pure
coco wireless so… you know… but the way I heard it told
Stab thought they were going to get all BeachGritty by
breaking a rumor. They broke the rumor and the man who owned
destroyer.com, who was going to sell it for a hundred
bucks or something, read the story and jacked his price to ten
thousand bucks or something because he saw fame and fortune in his
future.
Poor Dane!
Poor Craig!
Stab disappeared the story, as they do because they are
chicken, but it was too late and back to the drawing board and then
Former… which sings even more, don’t you think?
If that wasn’t bad enough, days ago I was poking around and saw
former.xxx was up. Oh, I didn’t see anything other than a Rorschach
sunset (sunrise?) but was so excited that I posted a story anyhow. What
could the .xxx mean? What is actually coming?
I left it alone, bubbling with anticipation, but
BeachGrit commenter Extreme Nonchalance wasn’t as patient
as me and found the website was actually live! Hiding in plain
sight!
The joy! I spent a few minutes looking at the collection, Derek
wrote a review and Adam Jara
tried to buy a shirt. But then my phone
starting ringing and texts started flying from the brand’s manager.
“Take it down! We haven’t launched yet!”
“But the website…” I thought to myself “…It’s live. Hiding in
plain sight.” I tried to return the calls to explain that if we
took down our cute little post down it would look worse than
leaving it up and let’s spin it in a wonderful way etc. but no
answer and the clothes were insouciant and excitement palpable and
let’s not rob the surf community of joy in these dark days.
Then a text. “Na it’s fine. You guys will probably record our
conversation and post it anyways. Well just launch earlier. No
biggie.”
The paranoia stung. I would never record a conversation and post
it anyways… or wait. But that’s not the point. The point is:
Poor Craig!
Poor Dane!
Now they have to scramble and get live well before they were
ready. And ain’t the surf media just an unruly son of a bitch? A
lunch stealing lug?
An ugly bastard?
Yes. The surf media is filled with ugly bastards. With
unrepentant bullies and I am looking at you Nick Carroll and also
at you Matt Warshaw and don’t think you are escaping my gaze Chris
Binns. But really, I love that Former is surf/skate owned
and run and the chop and the wobble prove this. it is no
conglomerate run thing, no folder in Kering’s file, and they will
soar on wings of pure gossamer. On winds of belief and passion!
Go get ’em boys and never let the bastards get you down!