Craig Anderson’s Signature Epokhe’s Are, Predictably, Immaculate
And they’re selling like hot cakes.
You’d be forgiven for thinking that Craig Anderson’s been part of the Epokhe fold since its inception.
Constantly referring to surf teams as “family” errs on the corny side, but the Epokhe gang’s sole comprised of friends and friends of friends, and Craig Anderson’s right in the thick of that collective. Inevitably, Craig’s eventually ended up signing the dotted line and joining Dion, Taj, Creed, Chun, OCCY, Jack and the rest on the official roster, and he’s been blessed with a signature frame for his troubles. Unsurprisingly, given Craig’s generally flawless aesthetic on land and sea and Epokhe’s near 100% signature frame success rate, they’re immaculate.
We don’t need to blow Craig’s trumpet here (we’ve been doing that for well over a decade — anyone remember the “That shit Craig” cover?), but you’d have to be a skillful debater to wander into the Stab office and convince us that Craig’s not the most influential surfer of his generation…in a completely understated way. There’s just something about the guy that captures people imaginations. He’s one of the few surfers still digging his toes in the wax that can make riding a shortboard look progressive, contemporary and yet, somehow different. And, perhaps most importantly, you can tell by watching the man that his style comes naturally. It wouldn’t look so damn effortless if it was contrived. The fact that he’s spent the last few years throwing himself into the meanest slabs in Australia, is just a bonus.
Craig’s shades are called Ceremony. They’re the perfect blend of being wearable, yet cut a striking enough silhouette to ensure people notice. Dion Agius, man of many projects and one of the most hands-on of the Epokhe founders, told us that Craig was meticulous in the design process.
“Craig wanted to pay homage to our late friend Dylan (Reider) while bringing his own flair to the table,” says Dion. “It took quite a bit of back and forth to get it right as Craig is a perfectionist and knows what he wants, which we appreciate.”
As for trying to come up with something unique in the saturated world of men’s eyewear (unless you lean toward novelty shades, which we do not), Dion says that it’s all about the little things.
“The most minute changes to a frame make such a huge difference, so it isn’t hard to make something unique, even if you were to use an existing frame as a base,” he says.
The Epokhe journey’s been one of a bunch of mates working it out as they go, and you’ve got to give them credit for getting to the stage where they’re the only brand kids who’re vaguely interested in surfing want on their beaks. Few brands in surf have managed to nail the signature product, but Epokhe have got it down to a fine art. Given that Creed’s, Shaun Manners’ and Occy’s signature shades have all hit the spot both culturally and commercially, beautiful Craig putting his name to a frame was a total no-brainer.
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