It’s no secret the fashion industry alone is one of the biggest contributors of pesticides worldwide, a fact that the team at Afends are out to change and take proactive green step forward in.
Welcome back to Planet Positive, an editorial piece celebrating and showing brands that produce both ethical and eco-friendly products making a positive change for a sustainable future.
Afends and their passionate use of the magic fabric is something we’ve admired for years. The ‘Hemp Revolution’ movement, to put it simply, is their way of promoting sustainability to their own consumers as well as the wider surf and fashion industries. Yes, it’s directly related to the use of hemp in clothes, but it also highlights so much more. The campaign message as a whole looks to highlight and capture how incredible the plant truly is, whether it be in fuel, medicine, building or otherwise.
It’s been now over two years since the brand has redirected to pay homage to the simple life pre 1820’s, when 80% of fabrics, clothes, sheets and more were made from hemp, before the introduction of cotton. Since discovering these key learnings, a conscious effort to educate consumers on the dangers and environmental impacts the fashion giants are causing has been a priority, as well as the implementation of new manufacturing processes to ensure they are doing their part towards a sustainable, brighter future.
“Hemp per acre can produce more fibre, more oil, more medicine and more food than other plant we have in this world.” – Jono Salfield, Afends Co Founder and Brand Manager.
Now, here's some quick facts:
1. Marijuana and hemp seeds originate from cannabis plant, but hemp and marijuana are not the same. Agricultural hemp contains almost no tetrahydrocannabinol, the psychoactive ingredient in marijuana that causes you to get high.
2. Hemp can grow naturally almost anywhere in the world without pesticides or herbacides, unlike cotton which relies on these chemicals.
3. Growing hemp requires far less water than any other for fibre.
4. After harvest, the hemps soil can be used for years thanks to its high quality and rich nutrient properties.
Intriguing, right? To learn more about The Hemp Revolution and dive deeper into its importance, we caught up with Co-Founder, Jono Salfield. Tune into the feature clip below and continue scrolling to talk more about why sustainability became a key focus for the brand, the process of how the garments are made and one message Afends wants to leave you with. Once you're done, shop the full range of hemp goodies here.