The masses love just about anything Dane Reynolds will give them. The same goes for their Craig Anderson affections. And Former, the clothing brand which the two established with Austyn Gillette and Dylan Rieder, has always felt like the perfect branding experiment to match their enigmatic personas. It’s that elusive surf-skate fusion that feels like it’s sufficiently filling the middle of the Venn diagram — not so mainstream averse that you forget it exists, or that it loses its cool factor once people acknowledge it.
Anyway, we could stray from the point of this very quickly. Former has released a new short film headlined by two of its founders, joined by Benny Howard, Kaito Ohashi, and Andrew Doheny. And the vibe is very much what you’d expect from the brand. No need for contrived storytelling, just give the people what they want. And what people want is to watch talents like Dane Reynolds and Craig Anderson surf.
Pretty sure the old-school term for that was “surf porn.” You remember that stuff? Before professional surfing became a part-time job and professional vlogging became the content standard? So if you want 15-plus minutes of just good, enviable surfing from humans with unrelatable levels of talent, SYSTEM IS YOURS is a good fill.
