Ep. 45 - Declan Wise & Jono Salfield, Founders of Afends

The Retail Wrap-Up

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In In today’s episode we talk to Declan Wise and Jonathan Salfield, the Founders of Afends.
Born in 2006 in the small but popular coastal town of Byron Bay, Australia, Afends was founded by Declan and Jono off the back of a small screen-printing business they originally created as 20-something year olds to print band merchandise for local punk and hardcore bands.
Fast forward to today, they’ve proudly formed a global family of like-minded and creative individuals who strive to create and deliver durable, eco-friendly, and timeless apparel that’ll last a lifetime.
These guys, through their brand, are spreading a positive message - they want to be a voice of change and an example for other brands to see it’s possible to use sustainable fabrics, reduce waste, care about the environment AND still be a cool brand with great products.
During today’s episode with Declan and Jono, we discuss the motivation behind creating the business and where they drew inspiration from, including the meaning behind their brand name. We also talk about the focus on hemp as a fabric and the businesses plans to grow their own hemp in the not-so-distant future.
Declan and Jono also talk about the importance of business culture and how Afends strive to set standards in sustainability, transparency, advocacy and reducing their impact on the environment.
The guys also explain what makes their brand different to other surf & skate brands and they give their advice to start-ups looking to begin their own retail journey.
For more information on Declan, Jono and AFENDS, please see the show notes for this episode or visit the links below.
Thank you to our guests, Jono and Declan, for joining us. We hope you enjoy this conversation!
SELECTED LINKS FROM THE EPISODE
Click below to learn more about Jono, Declan and Afends:
Afends
Declan Wise (LinkedIn)
Jono Salfield (LinkedIn)
Afends (LinkedIn)
Afends (Instagram)
Afends (Facebook)