New around here? Meet our founder.

Pru Chapman
OC Founder + Head Hustler

Pru Chapman is the Founder + Head Hustler at Owners Collective, a dedicated digital community and global online resource hub for early-stage entrepreneurs. Pru gets giddy supporting business owners to create meaningful, sustainable + profitable business. She loves nothing more than bulletproof coffee, her pooch Maverick, and an empty mountain hiking trail.

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Latest One Wild Ride Podcast:
Generating New Ideas: How to Inspire Innovation and Lead Creative Teams with Nicole Velik

Jono Salfield & Declan Wise

Episode 40

Afends | Pioneering the hemp revolution and gender equality in the surf, skate and streetwear space

In this episode we hear all about how Jono and Deco began designing graphics, slapping them on a few t-shirs, hats and jumpers, then hitting the east coast visiting the top street and surf retailers who would be the right fit for the brand.

They take us through their journey – trials and errors, growth stories, staffing and distribution strategies. One thing that has remained constant is their grassroots approach to all facets of their Byron Bay based business. They are totally committed to a transparent supply chain and overall good business practices. I mean they are pretty clear on what they stand for – ‘Fuck Plastic, Afends for Equality, Hemp Revolution’.

These guys are really pioneering the hemp space in Australia with some very cool products. Hemp is a much more sustainable resource when compared to cotton. Hemp takes as little as 90 days to cultivate, it requires significantly less water than cotton and even produces significantly more fibre per acre. Win win.

So grab a cuppa and sit back – we hope you enjoy this tale of humble beginnings, how they got it right from the start and continue to soar with their impressive approach to good business practices. 

Yeah, so it’s very organically grown, Afends. And since that point of jumping into a van with a bunch of mates and door knocking on surf stores and little fashion stores and stuff, we’ve turned into what we are right now.

Jono Salfield, Afends

Afends | Jono Salfield & Declan Wise


Mentioned in conversation…

  • How two these two home-grown Byron Bay surfers brought a global brand to life

  • The early years of Afends and the key points of growth for their counter-culture

  • One of the biggest challenges they faced (think $1million of stock with nowhere to go)

  • Why and how they doubled down on sustainability across the whole business

  • The Hemp Revolution. What. Why. How.


Explore more

Afends Website

Afends Instagram

Afends Facebook

Afends YouTube

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Owners Collective

Secrets to Sellout Products—Free PDF download

Ready to grow your product business, but tangled in the web of where to begin? Let's be real - scaling a product business is hard! Grab this nifty PDF to get the insider's scoop on how to create products that sellout...

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