The Unlikely Survival of a Surf Brand: Lessons from Former’s Chaos
There’s something almost poetic about a surf brand that thrives on the edge of collapse. Former, the brainchild of Dane Reynolds and Craig Anderson, is one such anomaly. Listening to their StabMic episode, I couldn’t help but think: this is the story of how not to start a surf brand—and yet, here they are, still standing. What makes this particularly fascinating is how their journey defies every conventional business playbook.
The Anti-Business Model
Former’s prerequisites for riders are laughably simple: be able to hang on trips and sleep on a warehouse floor. Personally, I think this says more about the brand’s ethos than any marketing campaign ever could. It’s not about luxury or status; it’s about grit and shared struggle. But here’s the kicker: the unspoken rule is that Dane and Craig have to respect your surfing. In an industry obsessed with image, this feels refreshingly authentic.
What many people don’t realize is how close Former came to disappearing. Hundreds of thousands in debt, operating out of Dane’s garage—this isn’t the stuff of startup success stories. It’s a testament to sheer stubbornness. If you take a step back and think about it, their survival isn’t just luck; it’s a reflection of something deeper: a refusal to compromise their vision, even when it made zero business sense.
The Creative Alliance That Defies Logic
Dane and Craig’s partnership stretches back to the Modern Collective days, a time when their creative chemistry was already undeniable. But what’s striking is how their relationship has evolved. It’s not just about surfing or business; it’s about a shared willingness to fail spectacularly. One thing that immediately stands out is their ability to laugh about their failures. Most brands would sweep these moments under the rug, but Former wears them like badges of honor.
This raises a deeper question: Is failure an essential part of creative authenticity? In my opinion, absolutely. Their new film, Defect, feels like a direct product of this chaotic journey. It’s not polished or predictable, and that’s precisely why it resonates.
The Ghost in the Room: Dylan Rieder’s Legacy
A detail that I find especially interesting is the lasting impact of Dylan Rieder on Former. His influence isn’t just a footnote; it’s woven into the brand’s DNA. Signing Elijah Berle after his public spat with Austyn Gillette feels like a nod to Rieder’s spirit—unapologetic, raw, and unfiltered. What this really suggests is that Former isn’t just a surf brand; it’s a tribute to the people who shaped it, even those who are no longer here.
Why Former Matters (Even If You’re Not a Surfer)
From my perspective, Former’s story is about more than surfing. It’s a case study in resilience, creativity, and the absurdity of chasing a dream that makes no sense on paper. What this really suggests is that success isn’t always about playing it safe. Sometimes, it’s about surviving long enough to prove everyone wrong.
Personally, I think the most inspiring part of their journey is how uninspiring their ‘strategy’ is. There’s no master plan, no five-year vision. It’s just two guys who refused to quit, even when quitting would’ve been the smart move.
The Future of Chaos
As Former looks ahead, I can’t help but wonder: Can they keep this up? Their brand thrives on unpredictability, but can chaos be sustainable? In my opinion, that’s the wrong question. The beauty of Former is that it’s never been about sustainability. It’s about existing in the moment, flaws and all.
If there’s one takeaway, it’s this: sometimes, the worst way to start something is the only way to make it last. Former’s story isn’t a blueprint—it’s a reminder that the most interesting things in life are often the ones that shouldn’t work. And yet, here they are, still beating harder than ever.
