Afends, the Byron Bay-born label that’s helped pave the way in sustainable fashion design since 2006, has opened its first Sydney stores – one in Newtown and one in The Galeries in the CBD. Both stores speak to the brand’s streetwear-forward aesthetic and eco-friendly ethos.

“The brand has such a loyal customer base from Sydney,” Declan Wise, who co-founded Afends with business partner Jonathan Salfield, tells Broadsheet. “We wanted to give our consumers creative, cool stores they can visit to experience the brand and see it in action.”

Afends opened its first store in Byron Bay in 2009 and now has seven stores Australia-wide, with big plans to go global and spread Wise and Salfield’s message of positive change.

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Prioritising what is good for the environment while designing quality apparel is core to the label’s ethos. Every Afends garment is made from 100 per cent sustainable fibres, including its core material, hemp.

“What kicked it off for us was hemp. It was back in 2014 when we decided to make a pair of hemp board shorts. We started to understand the different benefits that hemp could provide,” says Wise.

After several years of research into water-saving and pesticide-free growing, Afends now owns 100 acres of farmland. The intention is to build its own hemp processing facility and see its products through from “seed” stage to fully realised garments.

The Newtown and Galeries stores are fully stocked with the new-season spring collection, including laser-etched hemp denim; digitally printed recycled-nylon anoraks and puffer-fabric accessories such as scarves, bags and caps; chunky organic knits in earthy hues; and recycled floral knitwear. They also stock the brand’s new line of graphic tees and corduroy pieces made in collaboration with NSW-based visual artist Lee McConnell.

Wise and Salfield wanted the Galeries and Newtown stores to each have a point of difference, while sticking to minimalist designs that let the products do the talking. Galeries is open-plan and well-lit, with colourful clothes on copper-pipe racks and displayed on solid concrete.

“Newtown,” says Salfield, “is more of an arty alternative vibe. And in five or so years, when we [might] give the stores a new, updated vibe, the furniture and fixtures can be reused rather than go to landfill.”

The eco-friendly ethos even extends to packaging – there is no single-use plastic and only recyclable brown paper bags at checkout.

Afends Galeries
The Galeries, 500 George Street, Sydney

Hours:
Daily 10am–6pm

Afends Newtown
318 King Street, Newtown

Hours:
Daily 10am–6pm

afends.com
@afends