Afends has developed an original and authentic streetwear style that will delight fans of garage and underground culture. The brand's philosophy is to invite individuals to question the system, the media and to seek cleaner and more sustainable alternatives and solutions. Research must come from individuals and not from the system, this is the objective of the "Question Everything" campaign initiated by Afends.

Today, the brand is supported by a large family of creative people who are sensitive to the same ideas and united by a shared passion. Thus the collections evolve and are inspired by the trends and lifestyles initiated by the environment of the small town of Byron Bay.

AN OBJECTIVE: TO FIGHT PLASTIC

Like its Australian competitor The Critical Slide Society,Afends is entering the war against plastic by replacing its packaging with recyclable and oxo-biodegradable plastic.

D2W is a new material resulting from the transformation of ordinary and end-of-life plastic into a biodegradable material that is not harmful to the environment. It disintegrates perfectly in nature and leaves no trace of methane or other polluting residues.

The D2W is also recyclable. It is a significant step forward and a step forward in respect for the environment and our planet. Thus, the 3Rs rule is respected.

Reduce: World plastic production is 12 Tons per second. It is therefore essential to reduce our impact on the natural environment and on our planet. The D2W can be a solution for packaging manufacturers and brands wishing to get involved.

Reuse: Packaging and other packaging made of D2W can be used several times. They have a lifetime that allows them to offer greater profitability over time.

Recycling: D2W is made from recycled plastic polymers. They can of course also be used for other purposes and this recycled. Afends has chosen to fight global pollution by reducing its plastic consumption and recycling more. It encourages all individuals supporting the brand to join the Revolution and fight for the health of the planet.

D2W is more viable than normal plastic, it is also very competitive in many ways. Below is why D2W should be a more widely used solution to fight and replace plastic.

Normal plastic is used in many industries, it has been tested and approved as non-hazardous to contain food, drugs, liquids and other products. It can also be reused, however, recycling requires stabilizers that compensate for certain properties that weaken or disappear over time. It deteriorates over time, but it can take decades. It therefore does not meet the biodegradable criteria. D2W improves the characteristics of normal plastic by accelerating the degradation process in the environment. This makes it a much more acceptable alternative in terms of biodegradable product. It can be recycled and reused just like normal plastic and still retain its chemical composition properties.

It is just as inexpensive as plastic because its manufacture requires the same facilities and equipment. It leaves no harmful residues and is not dangerous to health.

Afends, like TCSS and other brands are mobilizing to reduce their impact on the planet, offering consumers and surf shops eco-responsible, recyclable and biodegradable packaging.

THE HEMP REVOLUTION OR THE "HEMP REVOLUTION

Afends promotes sustainable development through the hemp revolution, a way to raise awareness among consumers and the surf and fashion industry about the need to change our consumption habits.

Cotton farming is devastating for the planet and the fashion industry is the biggest player. Every year, millions of tonnes of pesticides are released into the soil to meet the demand of consumers around the world.

Afends therefore stands out and opts for a textile collection made from hemp, a plant that does not require any pesticides or other chemical products, and has a high percentage of extremely fast growth and requires less water consumption compared to cotton cultivation. In addition, 80% of the world's production of clothing, fabrics, sheets, bedding... was made of hemp until the introduction of cotton in the early 1820s.

In 1916, the United States of America predicted that all paper production would come from hemp and no longer from trees. Indeed, according to government studies, to produce the same quantity of paper it takes 4 times more trees than hemp.

Hemp also absorbs four times more CO2 than trees, which will effectively combat global warming by cleaning the atmosphere from the overproduction of carbon dioxide.

Hemp is very easy to grow and can be grown almost anywhere in the world. Whether in a dry or wet area, hemp proliferates and even promotes soil purification and the elimination of certain weeds.

Treated with lime, it turns into a material that is similar to concrete and can be used in home insulation. It could contribute to the manufacture of durable and breathable homes by replacing wood and concrete.

Hemp is also a protein that contains amino acids and vitamins. Hemp seeds are proving to be a very interesting and nutritionally dense food. It can be processed into oil or flour and thus consumed in several forms.

Henry Ford introduced the first car made from soy, hemp and plastic in 1941. According to reports from the time, it was both lighter and stronger than a steel car. She could take an impact up to ten times greater without scoring. And he was driving on hemp oil.

Hemp cultivation dates back 5000 years in China, although its use was probably initiated by ancient Egypt. Marijuana and hemp seeds come from the same cannabis plant. However, they are significantly different because agricultural hemp contains little or no tetrahydrocannabinol, the psychoactive ingredient in marijuana.

Youth is the future and Afends stands out as a model for sustainable practices. The brand team did a lot of research before launching the collection and despite the efforts made, the hemp textile industry is clearly behind in terms of infrastructure and technology. Indeed most of the actors in the field having chosen the cotton textile industry.

Today, the lack of technological progress may limit the production of hemp clothing. However, the hemp industry is booming, the clothing designed is durable and softens over time. They wear out from the inside, not the outside, which increases the durability of the products.

Afends therefore offers the opportunity to anyone to take a stand for hemp cultivation in the fashion industry but also in fuel, medicine and construction.

Hemp is the plant of the future and you can support Afends by investing in their Afends' Hemp Revolution program.