AFENDS BRANK BOOK (EN)

BRAND BOOK

CONTENTS

/ / / / / / / / / / / / / / / / /

WHY THE STORY OUR VALUES MILESTONES THE HEMP REVOLUTION STOCKIST OUR PEOPLE SOCIAL / WEB PRODUCT COLLECTIONS ACTIVATIONS COLLABORATIONS MEDIA CAMPAIGN INFLUENCERS PRESS THE END

W H AT W E A R E

STREETWEAR MEETS COASTAL, WHERE THE WORLDS OF SURF AND SKATE COLLIDE. TAKING INSPIRATION FROM THE ENVIRONMENT, STREETWEAR AND SURF CULTURE - AFENDS IS A HYBRID OF EVERYTHING WE LOVE WITHOUT FORGETTING WHO WE ARE.

W H E R E I T A L L S TA R T E D

OUR STORY BORN OUT OF BYRON BAY IN 2006, AFENDS HAS ESTABLISHED ITSELF AS A SUSTAINABLY FOCUSED BRAND INSPIRED BY COASTAL AND STREETWEAR, KNOWN FOR ITS QUALITY, DESIGN AND ATTITUDE. Founded off the back of a small screen-printing business, Declan Wise and Jonathan Salfield established the company as 20-something-year-olds to print merch for punk and 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. 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. 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 are constantly evolving and we ultimately want to voice positive change and be role models for people to think outside the box.

WHO WE ARE

OUR VALUES / SUSTAINABILITY / INNOVATION

/ TRANSPARENCY / QUALITY

/ CULTURE We are committed to cultivating change through investing in culture building activations and sustainable practices with social, political and environmental impact. From transparency in supply and design to our business ethics, innovation and workplace culture these values are important to us and our people.

BRAND BOOK

The Afends culture is an amalgamation of everything that inspires us. From sustainable initiatives, up-and-coming artists and musicians, to professionals in surf and skate - We’ll continue to use our brand as a pillar of support and reach for the alternative subcultures we’ve come from.

SUSTAINABILITY THROUGH INNOVATION, ACTION AND POSITIVE CHANGE. BE DEFINED BY WHAT YOU CREATE, NOT WHAT YOU DESTROY.

WHO WE ARE

THE FUTURE

MILESTONES

The fashion industry is the second-largest polluter in the world. The environmental damage that it causes is devastating but, we believe there are more sustainable solutions and alternatives. Here at Afends, we know that the youth are the future, and it’s important to us that we lead by example and be role models in sustainable practices.

AFENDS MILESTONES AND ACCOMPLISHMENTS ESTABLISHED 2006

MOVED INTO BYRON INDUSTRIAL ESTATE WAREHOUSE HQ 2012

OPENED BYRON BAY FLAGSHIP STORE 2009

Our goal is to ensure sustainability is at the forefront of the design process for every garment we create. We do this by focusing on our three layers and the core collections Afends is built upon: The Hemp Collection, Premium Organic and Recycl - our bones.

FIRST HEMP APPAREL PRODUCED 2016

LAUNCHED THE AFENDS HEMP REVOLUTION 2015

CERTIFIED GOTS AND OCS 2019

RELEASED THE FIRST HEMP BEER IN AUSTRALIA IN COLLABORATION WITH YOUNG HENRY’S 2018

ANNOUNCED 100% SUSTAINABLE FIBRE COLLECTIONS 2021

INTRODUCED T.H.C (THE HEMP COLLECTION) MAKES UP 70% OF OUR COLLECTIONS 2020

THE HEMP REVOLUTION

Hemp is for the people and the planet. We have spent years researching hemp, our favourite eco-friendly fabric alternative that was largely dismissed and disregarded due to outdated propaganda. It was the super fibre that drove the world back before the industrial revolution. We could have kept growing hemp and supporting greener initiatives but instead went down the dark, destructive path adopting conventional cotton as the most widely used fibre. We have made it our mission to reignite the Hemp Revolution and help heal the fashion industry. The more we have investigated and researched, the deeper our understanding has become that this plant is the way of the future. As a renewable resource, hemp takes as little as 90 days to cultivate, is grown with zero toxic chemicals or pesticides, requires significantly less water and energy, emits fewer greenhouse gases and provides its nutrients to the soil, replenishing its fertility. Thus making hemp one of the most durable and economically viable all-natural threads. Afends has taken the next step by purchasing 100 acres of farmland north of Byron Bay. Our goal is to build our very own hemp processing facility, cultivate hemp fibres to be used in our collections, educate those in our community and broader about the land and how we can work in harmony with the environment.

WHERE IS AFENDS

STOCKIST AFENDS IS AVAILABLE IN -STORE THROUGHOUT VARIOUS STREETWEAR STORES GLOBALLY. / OUR CONCEPT STORES

/ KEY EU STOCKISTS

Byron Bay

Zalando

Brunswick Heads

About You

Melbourne

Blue Tomato Greenality

/ KEY AU STOCKISTS The Iconic

Salt Water

General Pants

/ KEY NZ STOCKISTS

Hemley Store

Cosmic North Beach

WHO WE ARE

WEB

OUR PEOPLE

SOCIALS / WEB

AFENDS INSPIRES OUR CUSTOMERS TO THINK DIFFERENTLY AND QUESTION EVERYTHING. WE ARE A MIX OF HUMANS THAT CONTRIBUTE TO ALTERNATIVE, STREET, AND COASTAL SCENES.

AFENDS SOCIAL NETWORK AND STATS

224K AFENDS.COM Email Database | 221k Views Per Week | 12,544 Website Clicks Per Week | 1,266

221K

4.5K

I N S TA G R A M

Followers | 221k

Followers | 4.5k

Impressions | 2,482,216

Views Per Month | 2.8 million

Reach | 8,929,034 Views Per Week | 12,544 Website Clicks Per Week | 1,266

200K

2.6K

FA C E B O O K

YOUTUBE

Followers | 200k

Followers | 2.61K Views | 1,217,398

BRAND BOOK

PRODUCT RANGE

BRAND BOOK

COLLECTIONS

ACTIVATIONS

THE HEMP COLLECTION

The Hemp Collection is the foundation of

Afends Premium Organic collection delivers

Recycl breathes life into what was

who we are and everything we believe in,

a range of high-quality garments using only

considered waste by offering a selection

and it was born from the eco-friendly fabric

GOTS and OCS certified organic cotton.

of innovative, edgy, and unique products

made entirely from recycled fibres that would have otherwise gone to landfill.

ENVIRONMENTAL AND SUSTAINABLY FOCUSED ACTIVATIONS. Afends focus is to make a more sustainable world through innovation, education, and culture. Our product and creative output mirrors our belief system in making change. Activations and initiatives include: FUCK PLASTIC, CREATE NOT DESTROY, EQUALITY, GREEN FRIDAY, and FOR THE PLANET ZINE’S.

BRAND BOOK

COLLABORATIONS

MEDIA

COLLABORATIONS AND PARTNERSHIPS Afends believes in creative partnerships and collaborations to build the brand’s community and reach new audiences across the globe. These include:

WE COLLABORATE AND CONNECT WITH PEOPLE AND COMMUNITIES THAT BUILD AND CONTRIBUTE TO MUSIC, ART, SURF, SKATE AND CULTURALLY SIGNIFICANT MOVEMENTS.

MEDIA REACH

KEY CAMPAIGNS WE INSPIRE OUR CUSTOMERS TO THINK DIFFERENTLY, QUESTION EVERYTHING AND SHAKE THE CONSTRAINTS OF SOCIETY.

VIEW HERE

MEDIA REACH

INFLUENCERS

PRESS

NSG-X9N

@MIMIELASHIRY

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1M

@OCEANALLEYBAND

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@ TAY L O R L A S H A E

225K

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921K

@ T H E C H AT S L O V E B E E R

| 150K

@BROOKPOWER

@LIMECORDIALE

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126K

@LAURADEWIT

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140K

@ D U N E R AT S

84K

|

89K

@GABCURRENT

@JONOFRIEND

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55K

@ R O B E R TA P E C O R A R O

13K

@YUNGSALK

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13K

| 41K

OUR PHILOSOPHY ‘QUESTION EVERYTHING’ MEANS AIM TO INSPIRE PEOPLE TO QUESTION ALL THINGS THEY HEAR AND SEE, THINK OUTSIDE THE BOX, EDUCATE THEMSELVES, DEVELOP THEIR OWN VOICE AND AIM FOR THE STARS, NO MATTER WHAT THEY DO.

THE END, THANKS.

AFENDS.COM

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