Founded in 2006 in Byron Bay, Australia, by high school friends Jonathan "Jono" Salfield and Declan "Deco" Wise, Afends began as a small screen-printing enterprise. Originally, they printed merchandise for local punk and hardcore bands before merging counter-culture roots with surf and skate aesthetics to build an iconic global streetwear brand.
Origins and Early Growth
Punk & Print Roots: Deco and Jono started printing t-shirts out of necessity and passion for their local music scene.
Road Trip Launch: The pair packed a van and drove down the Australian coast from Byron Bay to Melbourne, pitching their handmade apparel directly to independent surf and skate shops.
First Concept Store: In 2009, they opened their inaugural Afends retail storefront in the heart of Byron Bay, transitioning from a wholesale supplier into a fully fledged lifestyle brand.
The Shift to Sustainability and Hemp
The Hemp Revolution: In 2015, the brand underwent a major philosophical and operational shift. Frustrated by the rise of fast fashion, they pivoted toward eco-consciousness and embraced industrial hemp as a primary sustainable textile alternative to cotton.
Create Not Destroy: Adopting the core mission "Create NOT Destroy," the company focused heavily on lowering its environmental footprint, transitioning their Byron Bay headquarters entirely to solar power in 2016.
Question Everything: This tagline serves as the brand's overarching ethos, encouraging their community of creatives and alternative thinkers to critically evaluate the status quo and consumer habits.
Watch this short video to see how the founders built Afends straight out of Byron Bay:
Pineapple island Leather Bracelet LB-019 MR N J ROBERTSON
Exquisitely stylish and handcrafted leather surfer-style bracelet
Exquisitely stylish and handcrafted leather surfer-style bracelet. Subtle brown tan colour and a practical tie-up feature. Will endure constant wear and water damage.
Pineapple Island Bracelet (COCBP-122) MR N J ROBERTSON
Amazingingly funky
Amazingingly funky, trendy, and versatile. From casual beach bum to evening chic, it accessorises well and adds a cool touch to any wardrobe, regardless of style. The Colour beads and the adaptable cord for loosening and tightening are durable and easy to manipulate. A bold statement necklace with a seemless style that doesn't tire.
much better than I thought it would be!
it's been cleverly thought out
•the sturdy material at the bottom
•the hidden water pockets
•the secret stash pockets
also looks really cool on.
Bought for teenage son
and he's furious that I got it right 😉
Absolutely love this! Awesome beads in a glinting and dazzling spectacle
Absolutely love this! Awesome beads in a glinting and dazzling spectacle. The extendable cord is a lovely touch, letting you shorten or lengthen it. Prefer the Choker style. Funky, trendy, and accessorises well from beach bum to late-night casual. Knowing that all necklaces and jewellery are handmade is incredible, adding an authentic, nostalgic 90s vibe!