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 small coastal town of Byron Bay, Australia, Afends was founded by Declan Wise and Jonathan Salfield off the back of a small screen printing business they originally created as 20-something year olds to print band merchandise for punk and hardcore bands.
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.
Byron Bay, Australia
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.