Former Merchandise

Former Merchandise is an independent clothing and media brand founded by professional surfers and skateboarders: Craig Anderson, Dane Reynolds, Austyn Gillette and the late Dylan Rieder. Based in California, the brand is entirely run by the founders themselves, reflecting their vision of creating something authentic and free from traditional corporate structures.

Former describes itself as a "reaction against tradition" and targets those who prefer to defy norms and conventions. They offer clothing and accessories that combine influences from both skate and surf culture, with a style that is both modern and timeless.