We walked into Former’s Chinatown studio a little early. Dane was lodged behind a monitor editing his “Premium Violence” part that was to premiere later that night. Austyn Gillette was shirtless and washing the windows while Craig filmed him with his phone. Warren Smith and Grady Archbold tinkered with the displays for their upcoming Pop Up Shop. This was a team. Former has officially destroyed all that once was of the “industry” brand and are doing it their way. And it was all on display Friday night in Los Angeles for the release of their new range and Dane’s new part, accompanied with a performance by Destruction Unit. Every detail. Big and small is them. And it is exactly what surfing and skateboarding need. Fresh ideas. Fresh thinking. And good surfing and skating.
Craig Anderson later told me of late night Del Taco drive thru missions following 14 hour days and lots of work. A long departure from the days of just being the surfer. And while a lot of people might think that they would be regretting this, my experience after Friday night is just the opposite. These dudes are just living and breathing something they believe in. That’s all we can ask for. And we’re all in too.
Dane’s new part for “Premium Violence” is out Tuesday, the same day the entire new collection releases. And you can visit their Chinatown Pop Up Shop this Saturday and get into some new Former clothes early.
Visit Former’s site Tuesday to get the new range before it’s gone. These things don’t last. And Dane’s new part and the new range will be there waiting for you.