Afends

Posted on Monday, 18 January 2010 by Benny

Every few weeks from now on i’ll be featuring a label/store/brand for you to get syked on, and to kick things off i’m stoked to present a label straight outta Byron Bay – Afends.

I wrote a lot of kind words about Afends, summing up how rad i think what they are doing is, how they have created a cult following and carved out their own lifestyle, and how they are setting the benchmark when it comes to quasi action sport related apparel here in Australia, then i deleted everything i wrote, wrote some more, deleted some more and so and and so forth, and thought fuck it i’m going to let you decide, who cares what i think. So in saying that i will sum Afends up in one word – DOPE.

I recently caught up with Kent Wright of Afends for a few words and his take on the deal, check it out and show them some love!

Firstly, thank you so much for your time, what’s been happening?

No problem brother. Heaps has been happening! So much so that when asked this question I can never come up with an answer and end up saying “nothing”. Surfing, skating, my band “snake grills,” doing this brand thing. Life is fun.

For those who don’t know, can you tell us a bit about yourself and what it is that you do?

My names Kent I live in the all amazing Byron bay and with my two business partners (Jono and Deco) I run Afends clothing.

Partners in crime

What were you doing before Afends, and how did that lead you in to what you are doing today?

Before I was doing Afends I was working at a pizza shop with Jono and doing a whole lot of chilling.. I always loved hardcore and punk rock so when the label started and I took on my role in marketing it was easy because I was selling clothing to kids that loved the same shit as me.

Where does the inspiration for the designs come from?

I don’t do any design work but I do have a bit of a wild imagination and have a fair bit of input when it comes to design concepts. Jono does all of our design work. He’s good man! It’s as easy as creating concepts that you would proudly wear. If you’re not making shit you like what are you doing??

I guess Afends is more than just a regular brand, maybe more so a movement or a lifestyle, was that something that was intentional from the beggining?

Definitely.. It’s very important if you want to succeed and keep focused. You need to be living it! Jono was once and aspiring comp surfer, Deco loves to surf and ride dirt bikes and I skate and surf. We all dig tattoos and the music side of things.

What’s been blasting through your headphones lately?

So much! It’s crazy, back in the day I would hit up bands to get them wearing our gear and now just about every up and coming band in Aus is sending me there CD. Your demise from the UK and the new 50 Lions album are getting their fair share of my ear time.

Pig from Parkway Drive reppin’

Afends for life

How would you say Afends has progressed not only from when you began, but also from the previous line?

You have to be moving forward all the time, our ranges have come so far in the past couple of years. We are doing some more intricate garments like flannos, pleather jackets and our denim is killer. We are also working with a heap of new artists. Doing artist series of tees promoting their work.

Winter 2010 sneak peak

What’s in your pockets right now?

Nothing. Wearing mesh b-ball shorts..

Why Afends?

As in why the name? We needed a name. Jono was going with something like boxed in. I think Deco actually used to write it on his desk and shit when he was at school. I just fell in place.

How hard is it to establish yourself and build a reputation in street wear today, when there are so many people out there trying to do exactly the same thing?

It’s all about persistence. Stores will turn you down. just come back next season. Keep calling. People will always need clothing. If you stick around long enough people start to respect what you are doing… Fuck the haters!

Walk us through your typical day.

Get up at 7.30 sometimes earlier depending if I go for a surf or not. Get a coffee, head to the office. Start at around 8:30. Emails and phone calls all day.. Talk about plans for the next year. Arrange range launch partys, comunicate with magazines to get editorial for our team and products. Finish work at 5 go for a skate all arvo then jam with Snake Grills.

You guys have a concept store in Bali, and more recently Peril In Paradise in Byron, how did you go from making clothes to running two stores, one being in another country in such a short period of time?

Well the Bali store was pretty easy for us. We had friends over there and our mate Scotty who runs Afends Indonesia to look over it all. The Byron store was a must! It’s our home town and one of the largest tourist destinations in Australia. Bali is also great for this reason. It’s all a blur seriously it doesn’t feel like things are happening but they do. We’re in talks about opening a store in Melbourne. It’s gonna be dope!

Byron concept store
What are your views/opinions on the World and Society today?

Don’t get me started. I hate a lot of things. Hate’s not going to help though. I’m no role model .

You’ve got brands like Rip Curl snaking your designs, so i guess you guys must be doing something right hey?

Haha yeah the flanno? We saw that. It’s insane. Bog curl..

Name 5 things you couldn’t live without.

Girlfriend

Friends

Family

Skateboard

Surfboard.

Any upcoming projects or collaborations that we should know about?

Ooooo secrets Ay.. Deez nuts shh

Afends fast gained a reputation for having a solid crew of riders and skaters

Word association, you know the deal, say the first thing that comes to your mind when you read the word.

Australia - Smells good

Kevin Rudd – Balding

America – Stupid

Obama - Still alive? Those white power dudes would be soo devoed

Religion – For the blinded

Time - Flys!

Greed – Fat

Humanity – For happiness

Peace - Would be cool

Freedom - Feels good

Art – Is life

Afends – My life

Life – Haha Afends

Happiness – Positivity

Kent Says: Shit, I’m writing this on my Iphone it’s hard. Can’t really think of anything else. See you all at soundwaves!!

Where can people follow what you’re up to and check out your deal? Www.Afends.com for threads, thrashin & music news. Www.myspace.com/Afends. Twitter.com/afendsthreads

Last words, shout outs?

Speak your mind. Act on thoughts or you will have regrets.