Somewhat like the bands that they were originally influenced by, Declan Wise and Jono Salfield founded their clothing label Afends out of Declan’s parents garage. Jono had been chasing a professional surfer career and was working on his own line of printed tee’s and hoodies that reflected his love of graphic design. Declan (or Deco as he’s affectionally known as) had just started a screen printing apprenticeship. The two had been mates since mates since early high school years and decided that they wanted to start their own business. In 2006, in the small coastal town of Byron Bay, Afends had begun.
They got their start by printing band merch for punk and hardcore bands, they went on a road trip to Melbourne with their samples and now more than a decade later they are stocked in over 200 stores internationally. Their punk and hardcore roots are still steeped into their aesthetic as well as the skate and surf culture that is so prominent in Byron Bay.
Along with their laid back, alternative-culture vibes, Afends is a label that seriously cares about social and environmental issues. They are strong advocates for the use of hemp as a sustainable fabric that is far better for the planet than organic cotton. Their “Question Everything” campaign features throughout their collections to inspire people to use their minds and educate themselves. The iconic Afends flame logo represents “the spark in people for inspiration to travel, love and live life to the fullest.”
What Afends does best is every-day wear with style and a grungy edge. Bold graphic tees and junky jeans. It stands strong on social issues, but has a sense of humour. It’s about surfing everyday, being creative with your mates, and having a hell time doing something you love to do. Welcome to Afends country.