ABOUT the brand
Born in 2006 in the coastal town of Byron Bay, Australia, AFENDS was founded by Deco & Jono off the back of a screen printing business, printing merch for local punk & hardcore bands.
With the injection of surf and skate culture into the punk and hardcore movement of the 2000s, the AFENDS ethos and style evolved into the look and feel that we stand by today. Driven by environmental and social impacts, we strive to do what's best for people and the planet; to design and deliver durable, eco-friendly and timeless apparel that will last a lifetime.
afends now
We have now proudly formed a global family of like-minded and creative individuals, united by a shared passion for breathing the spirit of our lifestyles and values into the brand. We want to voice positive change and be the role models for people to think outside the box and question everything.
mission
Our mission is to inspire you to 'Create Not Destroy.'
vision
At AFENDS, we envision a world where creativity fuels change and sustainability is at the forefront of every choice. Our mission, "Create NOT Destroy," drives us to inspire and empower individuals to express themselves while protecting the planet. We believe in crafting innovative, eco-conscious designs that challenge the norm, leaving a positive impact on both people and the environment.
values
1. CREATE NOT DESTROY
Create not destroy for AFENDS means to be consciously thinking about what you are creating and aware of what you may be destroying.
2. CULTIVATE CHANGE
Making SUSTAINABLE products while INSPIRING & combating POSITIVE change.
3. QUESTION EVERYTHING
Inspiring people to QUESTION what they hear and see, to educate themselves so they can make their own choices, and develop their own opinions with a unique voice.
4. HEMP REVOLUTION
No tree or plant species on Earth has the commercial, economic, and environmental potential of Hemp.
5. KEEP IT KETTLE-ISH
Life is too SERIOUS, Slow down, cheer up and go shred.
STORES
Our first concept store opened in 2009 in the heart of Byron Bay, Australia. Since then, we've expanded opening more of our concept stores throughout Australia with locations in Sydney, Melbourne, Gold Coast & Brunswick Heads. During this growth we have also opened stores and been adopted by major retailers in Australia, New Zealand, Bali, United States, Japan, Canada and throughout Europe.
VIEW OUR STORES