FORMER Fills General Manager Position With An Industry Kingpin -
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FORMER Fills General Manager Position With An Industry Kingpin

Plans of international expansion in 2021.

elsewhere // Feb 9, 2021
Words by Jack Mutschler
Reading Time: 2 minutes

FORMER has announced the addition of Eddie Miyoshi to their tight-knit operation. Miyoshi has an impressive resume, hailing past titles as CEO of Huf Worldwide and President of Volcom Japan. Now, he takes on the General management position of FORMER and is responsible for distribution in key markets. These markets include Europe, Japan, Australia, and New Zealand.

With 2 decades of industry experience, Miyoshi will help Dane Reynolds, Craig Anderson, and Austyn Gillette formulate a functioning business plan. This plan, of course, will keep in mind the brand’s dedication to creativity and individuality.

Eddie Miyoshi for FORMER.
Eddie Miyoshi for FORMER.

“I am both excited and honored to be a part of the former team,” Miyoshi said. “The ability to work and create a new legacy with legends like Dane Reynolds, Austyn Gillette, and Craig Anderson is an amazing opportunity. I think with their Avant Garde vision and creativity, together with over 20 years of operational branding and management experience, we have something magical and potentially great here.”

Brand founder Dane Reynolds is excited to get Eddie Miyoshi on board. Dane already let us know that FORMER’s launch wasn’t paved with sunshine or black and white rainbows, but he is optimistic for the future.

The FORMER team.
The FORMER team.

“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. 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.”

FORMER will be distributed in Japan through ‘Nineball Distribution,’ Europe through ‘Beast Distribution’ and Australia and New Zealand through ‘Create & Supply.’ These already successful distribution chains will help to meet the increasing demand for FORMER.

The success of FORMER was inevitable from the start. Each member of the team provides an undeniable validation of the brand’s authenticity. With the help of Miyoshi, this year will serve as the foundation for it’s global invasion. And don’t worry Dane, Steve Jobs started Apple in his garage too.

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