We all know that Former, a brand founded by Dan Reynold, Craig Anderson and Austyn Gillette is currently changing the way the surf/skateboarding industry works. As Dane Reynold stated in an interview with Stab Magazine this week, “Instead of doing seasons, we’re scheduling collection releases around film projects, and planning parties and pop-ups based around those. Like, with our first capsule and film, LUXURY 29.99. And I hope people now will be able to really see the evolution of the brand.”
Do you know any brands that do that except them? I don’t.
So, Former’s new collection is now out and available on their website as well as their latest edit featuring Dane Reynold, “Premium Violence.” It’s raw, it’s original, it’s high-quality, it’s Dane Reynold.
Click here to watch the whole edit.
Have you watched Premium Violence just yet? What did you think?
Up next: These are our Five Favourite Surf Shots of the Week