Craig Anderson On Founding FORMER + the Virtue of Creative Control | Starting a cool brand w/ your friends could be the surf industry’s future
The formation of Former, the love child of some of everyones favorite surfers, skateboarders, and creative directors, has been a high point of the last two years of industry madness and madness and bankruptcies. Craig Anderson, Dane Reynolds, Austyn Gillette, Warren Smith, Jake Anderson, and with the spirit of Dylan Rieder rounding it all out.
We’ve always thought that surf brands have no reason to be billion dollar behemoths. Keep the riders involved and their hands dirty. Craig Anderson is on the same page.
What kind of impact do you hope to leave on the next generation of surfers?
Over the years I’ve been fortunate to learn a lot from guys like Dave Rastovich, Taylor Steele, Thomas Campbell and Dion Agius, and I feel like I’ve incorporated what I’ve learned into what I do. But most of all I just want to be myself and be a good person and hopefully kids can relate to that. I hope that in 10 years, starting a brand like Former will be the norm in the surf industry–just a bunch of people coming together to create something cool.