Afends has partnered with Plastic Free July to raise funds for the organisation to help reduce single-use plastic waste globally.
The brand has launched a 'F*ck Plastic' capsule collection in collaboration with Max Deboo to raise funds for Plastic Free July, donating 10% of sales of the capsule to the organisation.
"This limited-edition capsule speaks to the idea that there is a paradox in every paradigm," Afends said in a statement.
"The paradigm we are stuck in is single-use plastic wastage, and the paradox is that we continue to abuse single-use plastics despite knowing the harsh environmental impacts," the brand said.
According to a report by The Guardian, Australia produces 2.5 million tonnes of plastic waste each year, about 84% of which is sent to landfill. Meanwhile, 130,000 tonnes of plastic waste leaks into the environment annually.
To combat these stats, Afends is encouraging the community to join it in taking part in the Plastic Free July challenge, asking Aussies to go plastic-free for one day, one week or one month.
To encourage customers to participate, Afends is offering those who take up the Plastic Free challenge the chance to win a $2000 Afends wardrobe through an Instagram competition.
Afends co-founder Jono Salfield added that the cause is one close to his heart.
"For me personally F*ck Plastic is more of a frustration, when I walk into the supermarket and find organic produce wrapped in plastic my reaction is f*ck plastic!
"We want everyone to be aware of the issue of single use plastic, which we feel will then create change and bring further awareness to the issue," he said.
The Afends F*ck Plastic capsule collection includes unisex hoodies, tees and a tote bag in white and purple colours.
It is available now and retails for between $30 and $150.