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ASB MAGAZINE: Former, the apparel and media company founded in 2016 by Craig Anderson, Dane Reynolds, Austyn Gillette and Dylan Rieder has formed a strategic partnership with Burleigh Heads based Create and Supply to distribute Former in Australia and New Zealand as well as execute the brands global design and production. Create and Supply’s Jamahl Grey says that Former’s Dane Reynolds, Craig Anderson and Austyn Gillette all hold influence over multiple generations of customers within the surf and skate categories.


“The opportunity to represent Former in Australia and New Zealand and support the brand globally from a product perspective is incredibly exciting,” said Jamahl Grey.


Bolstering an impressive brand management team, Former have also announced that Eddie Miyoshi will join the company to help bring the founders vision to life. Eddie Miyoshi had previously held the position of CEO at Huf Worldwide as well as President of Volcom Japan and more recently Founder and President of Factory 344. Miyoshi brings over 20 years of experience in apparel, footwear and hardgoods industry.


Miyoshi will impart his knowledge and strength in M&D, Product and Development, Sales/Marketing and executive management of wholesale, e-commerce and bricks and mortar channels with Dane, Craig and Austyn as they continue to ‘create and produce what they like to wear and be part of.’


“When we started Former, it was really just an idea. We didn’t have any business plan or strategy or angle, we were just like ‘we don’t align with any brands in our industry let’s make shit that we like!’ Reality set in quickly. We had a crash course in running a business. I ran it out of my garage for 18 months. It was gnarly, but I loved it. I loved handling the product and talking to customers. But in reality, we were just treading water. Eddie has taken our idea and turned it into a real business with a plan. It’s been exciting working with someone with experience and logical, rational, strategic thinking,” said Founder, Dane Reynolds.


With successful distribution chains already operating in the USA, Japan and Europe, the addition of Australia and New Zealand  will be the fourth region added to Formers’ list of key markets, since the brand launched in 2016.


Commenting on the partnership with  Create & Supply Dane Reynolds said: “I saw first-hand the demand coming from Australia when I was handling our shipping, and was so appreciative of the support, knowing shipping costs weren’t ideal for these customers. We’re insanely excited to partner with Create & Supply who have an immense amount of experience and know how to fulfil the needs of the region,” said Dane Reynolds.


Create and Supply’s Jamahl Grey said that Former products have already been delivered into select accounts in early December and that early sell-through reflects  a ‘hard earned thirst’ for the brand here in Australia.


“We see more acceptance of new brands than before but at the same time customers are far more aware and demanding of brand legitimacy today as well,” concluded Jamahl Grey.




Founded by Craig Anderson, Dane Reynolds, Austyn Gillette and Dylan Rieder — Former is an apparel and media company for those who prefer to defy normality, corporate idiosyncrasies, industry traditions and predictability. former unapologetically defies it all.


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