Small changes create a big impact. Check out what we do internally at the Afends HQ, warehouse and concept stores to reduce our impact. Be defined by what you create, not what you destroy.
Born in 2006 in the coastal town of Byron Bay, Australia, Afends was founded by Declan Wise & Jonathan Salfield off the back of a screen printing business they originally created to print band merchandise for punk & hardcore bands.
With the added culture of surf and skate injected into the punk and hardcore movement of the 2000s, the Afends ethos and style evolved into the look and feel that we stand by today. Driven by environmental and social impacts, we strive to do what's best for people and the planet; to design and deliver durable, eco-friendly and timeless apparel that will last a lifetime.
We have proudly formed a global family of like-minded and creative individuals, united by a shared passion for breathing the spirit of our lifestyles and values into the brand. We want to voice positive change and be the role models for people to think outside the box and question everything. We’re excited to announce by 2021 we will be using 100% sustainable fibres in all of our ranges, and we’re never going back.
Our first concept store was opened in 2009 in the heart of Byron Bay. Since its opening, we’ve had a chain of stores open worldwide as well as being adopted by major retailers. Within our own stores, we use absolutely no single use plastic or paper wastage, with recyclable brown paper bags used at checkout and digital receipts getting emailed to customers. We ensure we work with retailers who share our values of a sustainable future.
2015 was the start of a new era. After nine years of designing, Deco & Jono began investigating ways of promoting sustainability to consumers as well as the surf and fashion industries where things had become less and less eco-friendly with the rapid growth of fast fashion and use of unsustainable materials. After some exploration and experimentation with the natural choice and all around miracle plant, Hemp, Afends created their first range of Hemp Clothing, and to this day continues to create, promote and expand the Hemp Revolution.
Since 2016, the Afends Clothing HQ, Cafe and Warehouse, also based in Byron Bay, has been running off solar power. This was one of the easiest decisions we made, as solar energy is one the cleanest sources of energy. With no water required, no harmful gases released into the environment, the source of energy is abundant and helps reduce our reliance on fossil fuels. Since we’ve had the solar power installed across our neighbouring businesses too, we can proudly say we’ve put more power back into the grid than we’ve used.
Our philosophy ‘Question Everything’ is about inspiring people to question what they hear and
see, to educate themselves so they can make their own choices, develop their own opinions and have their own unique voice.
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