OUR STORY
Declan Wise and Jonathan Salfeld founded AFENDS of the back of a small screen-printing business. Combining their mutual love for all things surf, skate and music, the boys injected a new energy into Byron Bay culture. On a mission to disrupt the system and cultivate change through positive action and sustainable practices, AFENDS evolved into what you see today: a creative and sustainably-focused lifestyle brand defned by our attitude, innovation and actions. 2021 was our frst year using 100% sustainable fbres in all of our collections, and we haven’t looked back since, paving the way for our business, industry and the world we live on. We create, not destroy.
Born out of Byron Bay in 2006,
AFENDS has established itself as a sustainability focused brand inspired by coastal and street-wear, know for its quality, design and attitude.
OUR VALUES
SUSTAINABILITY INNOVATION TRANSPARENCY QUALITY CULTURE
We are committed to cultivating change by 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.
CULTIVATING CHANGE
The fashion industry can be a dirty business, but it doesn’t have to be. Sustainability is at the forefront of the design process at AFENDS, with every range made from 100% sustainable fbres. Driven by environmental and social impacts, we design with people and the planet in mind.
We make clothes for people who are conscious about the planet we live on.
ESTABLISHED 2006 MOVED INTO BYRON INDUSTRIAL ESTATE WAREHOUSE HQ 2012 LAUNCHED THE AFENDS HEMP REVOLUTION 2015 FIRST HEMP APPAREL PRODUCED 2016 ANNOUNCED 100% SUSTAINABLE FIBRE COLLECTIONS 2021 OPENED BYRON BAY FLAGSHIP STORE 2009 CERTIFIED GOTS AND OCS 2019 INTRODUCED T.H.C (THE HEMP COLLECTION) MAKES UP 30% OF OUR COLLECTIONS 2020 COMPANY MILESTONES SLEEPY HOLLOW FARM PRODUCES FIRST HEMP CROP 2022
THE HEMP REVOLUTION
Strip the stigma & join the revolution because hemp is for the people!
Hemp is one of the most durable and economically viable all-natural threads dismissed due to outdated propaganda. The hemp revolution is our mission to strip that stigma and show the world that this fbre is the way of the future.
ACTIVATIONS
Social & Sustainable 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.
AFENDS | © 2022
AFENDS PRODUCT
Taking inspiration from the environment, surf and skate culture, our clothing combines sustainability & innovative design without compromising quality. Defined by our three core pillars: hemp, recycled and organic, these are the fibres that build the foundation for our collections. 2021 was our first collection using 100% sustainable fibres, and we haven’t looked back since; we make clothing for the people and the planet.
COLLABORATION & PARTNERSHIPS
AFENDS believes in creative partnerships and collaborations to build the brand’s community and reach new audiences across the globe.
THESE INCLUDE:
Cultivating Change
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