Former

Independently owned and operated by legendary surfer/skaters Craig Anderson, Dane Reynolds and Austyn Gillette, Former is a mens’ surf and skate apparel label stocked at retailers around the globe. Built around the founders’ core principles of industry rebellion, defying the norm and freedom of creative expression, we were approached to create an e-commerce experience that better met their vision for the brand. With an array of collection styles and creative directions per season, we designed a custom Shopify site that acted as a framework for any creative idea thrown at it. Sticking to deliberately lo-fi UI and type treatments, emphasis was instead placed on website speed, interactivity, and brand positioning.