Streetwear fashion label Afends is expanding its footprint by launching two stores in Sydney, including a store in The Galleries and a concept retail location on Newtown’s King Street.
The company claims the stores showcase the brand’s surf and skate culture and its focus on long-lasting, environmentally-friendly clothing.
The Galleries, the brand’s first Sydney flagship store, features a warm tone with floral installations throughout the store concept. The brand also decorates its walls with messaging on its sustainability commitment and pictures showcasing its products.
“Afends has a big customer base from Sydney especially in the city, we wanted to give our consumers creative cool stores that they can visit and experience the brand and see it in action,” said founders Jonathan Salfield and Declan Wise.
Founded in 2006 by Jonathan Salfield and Declan Wise, Afends works with the motto ‘Question Everything’, which aims to encourage people to do their own research and come up with solutions to all of life’s problems.
Opening the first store in 2009 in Byron Bay, Afends’s target customers are Millennials and Gen Z. The brand places an emphasis on sustainability in every aspect of its business, including its supply chain, operations and customer experience.
With stores in Melbourne, Sydney and at NSW’s Brunswick Heads, the brand is now eyeing expansion abroad. Afends is already selling its products through independent streetwear stores in Japan and online through Zalando in Europe. It is planning to launch in the US.
Read more about the interview with the Afends founders here.