Afends has teamed up with Indigenous label House of Darwin to launch a capsule collection.
The 16-piece collection will include loud prints, hemp t-shirts, recycled fabrics, denim with patches, and swim wear.
Speaking with Ragtrader, Afends creative director George Barnes said the collection was born between a meet with House of Darwin founder Shaun Edwards.
Barnes said Edwards’ label has a fresh approach to storytelling and sharing the aesthetic of Darwin and its surrounding areas.
“We really worked on this super collaboratively,” Barnes said. “Afends came up with an initial look and feel for the collection, Shaun took that idea and developed a deeper story around caring for country through back burning and the seven seasons unique to the Northern Territory.
“From there we took the art and story narrative and created the collection using our sustainable fibres such as hemp and recycled cotton.
“The aim was to tell a story that ancient practices and materials are often the best for our country, and have fun with it.
“It feels to be the perfect balance of sustainable development, youth culture and indigenous storytelling.”
Barnes said there are ancient solution to new world problems, referencing its use of hemp in its clothing production.
“Hemp is a one of the world's oldest resources used to produce fabrics, paper and medicine,” he said. “Hemp fabrication has come a long way, with its improved hand feel and fabric blends.”
The collaboration is available at the House of Darwin concept store in Darwin CBD and its online channel, as well as all Afends retail spaces and online.
Its campaign to launch the collaboration included local talent, shot over three-and-a-half days across the Northern Territory.
“Having the extra shoot time allowed us to capture some opportunities that we might have missed had we done a quicker trip,” Barnes said. “Shaun was kind enough to take me to East Arnhem, which was epic, then to host our campaign team for four days was beyond.”
Earlier this year, Afends successfully grew three acres of hemp on its 100 acre farm in northern NSW. This has since been sent off to Afends’ offshore production company for testing. If its hemp passes the test, Afends will be on track to reaching its local production goals to be the first Australian company to produce its own hemp fibres.