Surf lifestyle brand Afends is fresh on the rack
You’ve got to love those Ozzies. They’re actually kind of like us, just worse at rugby and a lot less cultured and while I wouldn’t want my daughter to marry one I can think of worse people to party with.
The guys drink mansize tins of beer for breakfast, which they call piss, pronounced ‘peace’, live in boardies and have names like Macca or Wingnut or Bullet. And have you heard them speak? The C-word is used as a term of endearment! Weird, but then the same goes for how they dominate chilled out surf-inspired menswear.
Afends is a newish Ozzie label coming straight outta the rainbow region of Byron Bay, whose mission is to throw down uncomplicated newness, innovation and irreverence into everything they do.
Long time friends, Declan Wise and Jono Salfield started their brand out of a garage on Declan's family farm. Three months later they’d designed their first range. They tossed the samples into a Hiace with surfboards, skateboards and sleeping bags and hit up surf shops all the way to Melbourne.
This mix of hardcore, punk rock and surf culture inspired clothing is supported by top photography, video (SEE BELOW!), quality product and distinct branding, which has resonated with consumers and the industry alike. The result? 'Breakthrough Brand of the Year' at the 2015 Australian Surf Industry awards and a South African retailer stocking their gear.