Best Of 2020.
Twenty-twenty: another year done and dusted
Well, what a wild ride 2020 has been for us all! Through the highs and lows, we still managed to hit some huge milestones despite Covid chucking us some major curve balls.
To see the year out, we’ve taken a trip down memory lane to reminisce on the good times. We want to thank you for all the love and support in 2020, we can’t wait to kick off the new year with you all.
FUNDRASING
AFENDS FOR EQUALITY | FUCK PLASTIC | GREEN FRIDAY
INTERNATIONAL WOMENS DAY
In celebration of International Women’s Day on Friday the 8th March, we teamed up with our mates at Byron Bay Brewery to create an epic night of live bands, raffles and booze to raise funds and awareness for a very special cause. We’re proud to have donated 100% of ticket sales to the Women's Resource Service, a local not-for-profit aiming to empower and assist women affected by family and domestic violence, a major issue facing Australia and the world. In addition to the event, we created a limited edition unisex capsule collection designed by our very own in-house Graphic Designer Georgia Carey. The collection consisted of an equality tee, hat, tote and a pair of socks with 10% of the sales donated to the cause.
FUCK PLASTIC
As part of Plastic Free July 2020, we created a limited edition capsule collection raising our middle finger to the ongoing issue of single use plastics. Collaborating with local artist Brodie Jackson, we designed a tee and hoodie to spread awareness and combat the growing tide of marine debris. This year 10% of the sales of this capsule were donated to Sea Shepherd’s Marine Debris Campaign to support their fight against plastic pollution and conserving our local marine environments. With your help we were able to contribute: $8,272.84 AUD.
GREEN FRIDAY
In Collaboration with NSW Foundation for National Parks & Wildlife. This year we celebrated Green Friday by giving our customers a gift that keeps on growing. With your help and generosity, we donated 5% of all sales to the Foundation for National Parks & Wildlife's latest initiative 'Healing Our Land'. Every purchase went towards our mission to plant 1000 trees and regenerate 60,000 square metres of bushland that was devastated by the fires. Needless to say, we smashed our target and were able to donate a total amount of $22,410 AUD.
SUSTAINABILITY
CERTIFACTIONS | THC COLLECTION | HEMP DENIM
GOTS & OCS CERTIFICATIONS
This year we’re stoked to announce that we obtained our GOTS & OCS Certifications. To achieve these certifications, each stage has to pass through a scope certificate, then pass on a transaction certificate to the next in line. If the chain is broken, then the certification is void. The product needs to pass through all eight stages before it is classified as completely certified. We are proud to say that we have put a lot of hard work and energy into gaining these certifications. This means that when you purchase a product from Afends, you know you’re investing in clothing that is of high quality and environmental standards. We conduct independent audits and certifications to ensure the appropriate standards relating to quality, environmental management, social responsibility, and ethical standards are upheld and traceable throughout our production. Providing this transparency is important to us, and our people.
T.H.C | The Hemp Collection
We introduced T.H.C (The Hemp Collection) which was born from the eco-friendly fabric alternative and super fibre, hemp. Making up 70% of our entire offering, we promis\e once you go hemp, you won’t go back.
HEMP DENIM
Through our continual innovation with hemp, we have created a revolutionary range of denim for the people and for the planet. In our hybrid blend of hemp and organic cotton, this denim is softer, more durable, and super breathable when compared to your average denim.
UNISEX
Clothing made by humans, for humans. This year we launched our unisex line. This gender-neutral offering is breaking down the barriers between men and women’s clothing by just making clothing for the people. With sustainability at the forefront, we believe a sustainable future in fashion is one that is equal and free of gender norms. Clothing should not be defined by gender but instead defined by self-expression; choose your style instead of letting it choose you. By creating clothes that everyone can feel comfortable in without compromising style, we are stripping away the stigma and cutting the BS. This is clothing made by humans, for humans.
INTERNATIONAL
EUROPE
We are stoked to have delved into the European market and launched a local website for our mates in Europe and the United Kingdom. Afends is now available to shop online at eu.afends.com and at multiple retailers all over Europe, including Zalando, ASOS, Blue Tomato and more.
CAMPAIGNS
CANNABISO PARADISO | HEMP IS FOR THE PEOPLE | SOCIAL BURNOUT
CANNABISO PARADISO
Cannabiso Paradiso is our psychedelic paradise. To launch our Season 6 collection in the midst of a pandemic, we dreamt up our ideal paradise, a dreamworld so intoxicating it would take us on a tropical trip to a sunny post-lockdown land. Filled with unisex styles to be worn and enjoyed by anyone who liked them, this is our campaign for the people.
HEMP IS FOR THE PEOPLE
To celebrate the launch of our revolutionary hemp denim range and our ever growing hemp collection, we rolled a few numbers, hit the road with a bunch of mates and spent the afternoon sinking tinnies and soaking up the last of the sun at the local hemp field.
SOCIAL BURNOUTS
Before shit came crashing down around us and we could still cross the border into our neighbouring state, we hit up Eddie’s Grub House in Coolangatta to shoot our Season 2 collection. Amidst the alternating exposed brick, bold hues and icons plastered across the walls, we found our type of imperfectly perfect backdrop for our aptly titled collection, Social Burnouts.
ARTIST SERIES
LEGACY BY JAI WALSH | TRASH TALK BY DOUG BENNETT | ITS OUR WORLD BY BROOK POWER
LEGACY
Our favourite south coast team rider, Jai Walsh, joined us for his first capsule collection Legacy, a punk new wave haven. Think pops of neon and Jai’s rendition of our signature flame logo in a bunch of epic tees, socks, and hats.
CATS ON ACID
Cats on Acid is our psychedelic capsule collection created in collaboration with our team rider and long-time mate JS. With no rules and no brief, the designs for the capsule were hand-selected out of his own trippy collection of art books.
SO, WHAT NEXT?
2021 - THE BEGINNING OF OUR 100% SUSTAINABLE COLLECTIONS
Season 1, 2021 will be our first 100% sustainable range, and we are not looking back. Every collection from here on out, will be made entirely from sustainable, organic or certified materials. Sustainability is at the forefront of everything we do. Through innovation, action, and positive change, we are always searching for ways to evolve for the people and the planet. We believe you are what you wear, so we strive to make clothes that optimise quality and durability without compromising the earth. Be defined by what you create, not what you destroy.
