Dane Reynolds in Premium Violence

Sublime surf in a subliminal campaign

The customer knows best, so the adage goes, and the crew at Former are giving the people what they want: a new eight-minute premium short starring Mr. Reynolds in Portugal, South Oz, and more. It’s good to know that, amid the hustle that comes with wearing the cufflinks in a new business venture, Dane still finds the time to remind the world why he’s a talent the surf world pays to see, even if it’s in the form of graphic tees and totes.