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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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Pleasant State | A future-thinking home cleaning company

Jono Salfield

Episode 66

Afends | Hemp Revolution

Jono Salfield is the co-founder of Afends, a Byron Bay-based surf, and Streetwear brand pushing the possibilities of sustainable production to reduce their impact in the fashion industry – which is the second largest polluter in the world. 

As a more sustainable option to cotton, Afends have doubled down on Hemp – which requires less water, chemicals, pesticides and insecticides than cotton. Not only that, but Hemp supplies its own nutrients to the soil which replenishes its fertility, it has a short cultivation period, AND it consume four times as much Carbon Dioxide as trees do, effectively fighting global warming and making it the frontrunner with the most sustainable and economic potential.

Afends have been pioneering the Hemp Revolution for years, but recently they stepped it up a notch, purchasing a big patch of land just outside of Byron to start commercially growing hemp that will form the very fabric of your Afends threads – pretty cool. 

And that’s what I love about these guys is that they question everything and just get on with doing the right thing without any fuss or fanfare – which you’ll actually hear while I’m chatting with Jono, how humble he is about what they’re doing. 

So join me and Jono on the farm, for a yarn about Hemp, and why Afends are challenging outdated propaganda for a more sustainable future.

That’s where fashion brands or lifestyle brands like us can make a big impact, in being a role model for positive change. To flip the script on the paradigm of that.

— Jono Salfield, co-Founder Afends

Afends | Jono Salfield


Mentioned in conversation…

  • Why Afends initially focused on Hemp as an alternative to conventional cotton
  • The social and environmental benefits of Hemp
  • Bringing Sleepy Hollow and Hemp Production to life in Northern NSW Australia
  • The challenges and red-tape in production of industrial hemp in Australia


Explore more

Afends Website

Afends Instagram

Afends Facebook

Afends YouTube

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