Think tight poom-poom shorts and radically aggressive off-the-shoulder tees!
Were you stymied by Former’s static website too? I clicked around, found a little white-on-white text down the bottom that even after I highlighted ’em and punched on About Us, Shipping and Returns, etc, went nowhere.
So I gave up. It’s coming, I figured.
Former, of course, is the surf clothing brand made those beautiful elves, Dane Reynolds (who tore up a four-hundred-grand-a-month contract to do it), Craig Anderson (who knocked back a million-bucks-a-year deal) and the moustachioed skater Austyn Gillette. Others in the game are the little pro surfer Warren Smith, the photographer Grady Archbold and Monster Children founder-designer Campbell Milligan.
It’s a commune of talent. I want to see what they got.
This morning, the BeachGrit commenter, Extreme Nonchalance, unveiled the URL where the forbidden portal could be entered. A very brief examination of the range, for the shop was soon pulled down and replaced with an Opening Soon landing page, revealed an eighteen-piece collection.
It includes 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.
The clothes are neither revolutionary nor radically aggressive. It ain’t genius. But who wants to wear tight poom-poom shorts or off-the-shoulder tees?
It should be emphasised that the prices are reasonable, the muted prints don’t offend, and the differing body types of Dane, a classic endomorph, and Craig/Austyn, ectos, suggest a uni-style of fit, neither boxy nor slim.
Formalised sloppiness may be the term.
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A: No!
65.00 bucks for a pull ever? You got to be kidding. Is this the surfer who was “Formerly” whining about how bad Quicksilver treated him?
Expensive/No?…Where was it made? Sell it! But Dane selling doesn’t make sense because he is?
To Warren Smith’s career it is. Or was.
because they aren’t a rip off.
when you sell me a board it fucking comes with fins otherwise the product ain’t complete you fucking morons.
oh sir, here is you car, wheels optional.
sorry, mattsez. this isn’t directed at you. well, sort of. fuck you for bringing this up in my mind and triggering me.
Have you ever heard the Karl Pilkington rant at Ricky Gervais at selling a bed without a mattress? You really should.
Marilyn Manson would wear
the hype is palpable
the palp is hypable
neither is sellable
Don’t you love youthful ambition, the what would seem a clumsy release may continue to be marketing genius, I just hope they have distribution chanels in place.
It’s an established business model.
https://m.youtube.com/watch…
classic!
Pretty much as you would expect isn’t it.
WMG so stoked. Two of their top earners in surf now no commish from what was their clients biggest contracts.
Ari Gold’s taking a hit. kind of rearranging chairs on the Titanic anyway though with how the industry is going.
I swoon! Unironically!
I did too!
But, what’s a “poom-poom shirt” ?
https://uploads.disquscdn.c…