Dead Reckoning was founded by Jono Bruton with a simple vision to create something that is so much more than a clothing brand. It is a lifestyle, a statement and a call for action. Customers have described Dead Reck as a proudly South African brand delivering top quality products and a rocking product untouchable in their delivery of a personalized shopping experience and attention to customer care.

As Dead Reckoning heads towards its third year, CN&CO could not be more delighted to be part of the #DeadReckCrew. Congratulations to Jono Bruton and all our fellow Deadreckers.

Yesterday Jono wrote the following on Facebook:

Heading onto 3 years with Dead Reckoning. Started with just a name, a couple of ZAR’s loaned to me by a great mate who believed in me, 10 tshirts and zero experience. Looking back I am proud of how the brand has become it’s own personality, I am proud of the people who have supported, mentored and joined the journey.

I am proud of the athletes and personalities the brand has attracted. I am proud of the creatives, mostly amateur hobbiests who have grown from contribution to the brand and benefited in many ways other than honing their craft.

I am proud of the extensive media coverage, from national television, the most popular surfing magazines, Airline in-flight magazines, local papers and radio – all received without paying a cent.
I am proud of the Hundreds and Thousands of Rands raised by Dead Reckoning to fight cancer. I am proud of Dead Reckonings contribution to Salty Hour surfing community and many other charity initiatives participated in.

Most of all, I am proud of the #DeadReckCrew (as they have become to be known), the people who have supported the brand by wearing the gear, supporting a 100% South African brand from the small town of East London.

I say “I” am proud, but in reality, Dead Reckoning is PROUD. This is not my brand, I am just one of the many wheels in this steam engine heading towards great things! #NotJustAnotherEmptyBrand

To many more years of success  for this legend brand and legend man. #InTheCrewWeTrust 

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