It’s been a few years since Dane and Craig emancipated themselves from the shackles of corporate sponsorship. Finally, after months of whispers, we’ve been treated to a peek behind the curtain of their brand Former; which has remained enigmatic right until they were ready to pull the trigger. It’s a sweet hit of uncomplicated sophistication to the surf (and skate!) industry’s veins and the accompanying clip of Craig is one of the best in recent memory.
It’s pretty much the refined brainchild we were expecting from the collective minds of Dane, Craig and Austyn, yet still a welcome change of pace to the status quo of modern surf-brands. In particular, the Dylan Rieder designed ‘Sweetheart’ epitomises the recently passed skater’s effortless style and all proceeds go straight into the hands of a good cause. Look good. Feel good.