Jono Salfield & Declan Wise
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.