If you've ever dismissed hemp clothing as something better suited to a market stall than your wardrobe, Afends is about to change your mind. This Byron Bay brand has taken hemp fabric and turned it into genuinely wearable streetwear that looks and feels nothing like what you might expect.
At Wally, we've stocked Afends for a reason: it's one of the few brands doing sustainability without sacrificing style. Here's what you need to know.
Who Are Afends?
Afends started in Byron Bay, Australia, with a simple idea: fashion should do less damage. The brand built its identity around hemp as a core fabric, long before sustainable fashion became a mainstream talking point. What sets Afends apart from other eco-conscious labels is that the clothes actually look like something you'd choose to wear regardless of the fabric story.
The aesthetic sits somewhere between surf culture and urban streetwear. Think relaxed silhouettes, natural tones, and the kind of easy layering that works whether you're heading to the beach or grabbing coffee in Takapuna. Afends has built a loyal following in Australia, and that following is growing quickly in New Zealand too.
Their commitment goes beyond just using hemp. Afends uses certified organic hemp and organic cotton blends, and the brand is transparent about its supply chain and manufacturing processes. It's sustainability with substance, not just marketing.
The brand has also been vocal about pushing the wider fashion industry toward better practices. Rather than positioning sustainability as a premium add-on, Afends treats it as a baseline expectation. That attitude resonates with a growing number of New Zealand shoppers who want to know where their clothes come from and how they were made.
Why Hemp Clothing?
Hemp is one of the oldest textile fibres in the world, and there are good reasons it's making a comeback in modern fashion. Here's what makes it stand out.
It's better for the planet. Hemp requires significantly less water than conventional cotton to grow. It doesn't need pesticides or herbicides, and it actually improves soil health as it grows. One hectare of hemp absorbs more CO2 than the equivalent area of forest.
It's incredibly durable. Hemp fibres are among the strongest natural textile fibres available. Clothes made from hemp soften with every wash but hold their shape and structure far longer than cotton equivalents. You'll get years of wear from a hemp tee rather than watching it deteriorate after a few seasons.
It's naturally breathable. Hemp fabric is thermoregulating, which means it keeps you cool in summer and holds warmth in cooler weather. For a New Zealand climate that can throw four seasons at you in a single day, that's a genuine advantage.
Hemp vs cotton vs synthetic: a quick comparison. Cotton is comfortable but water-intensive to produce and loses shape over time. Synthetics like polyester are durable but derived from petroleum and shed microplastics with every wash. Hemp sits in the sweet spot: natural, durable, breathable, and low impact.
The Afends Range at Wally
We carry Afends for both men and women, and the range covers more ground than you might expect from a brand built around one fabric.
For him: The hemp tees are the entry point and a good place to start. They come in relaxed fits with a weight that feels substantial without being heavy. The first time you pick up an Afends hemp tee, you'll notice the difference immediately. It has more body than a standard cotton tee, and a texture that softens beautifully over time without losing its shape. Beyond tees, there are shirts in hemp and hemp-blend fabrics that work equally well buttoned up or worn open as a layering piece. The shorts, including board shorts for summer, carry the same fabric quality into warm-weather options. And for the cooler months, the layering pieces and knits round out a range that genuinely works year-round.
For her: The womens range is where Afends really shows its versatility. The dresses are standout pieces, from seersucker maxi dresses to easy minis that work for everything from a weekend market to a casual dinner. The hemp fabric gives the dresses a natural drape that synthetic materials can't replicate, and the seersucker texture adds visual interest without requiring bold prints or patterns. There are also pants, tops, and knit pieces that sit well alongside the rest of your wardrobe. The womens collection tends to balance relaxed silhouettes with enough structure to avoid looking shapeless, which is a difficult line to walk and one Afends handles well.
The colour palette across both ranges tends toward earthy, natural tones with the occasional pop of something bolder. Everything is designed to layer and mix easily, which makes it a practical choice for building out a capsule wardrobe.
How to Style Afends
The beauty of Afends is that nothing feels try-hard. The relaxed cuts and natural textures do most of the work for you.
For a casual summer look: A hemp tee with Afends shorts and a pair of slides. Add a cap from the mens hats range and you're set for the weekend. The earthy tones of the hemp fabric work with almost any neutral shoe or accessory, so the outfit comes together without much deliberation.
For layering into autumn: A hemp shirt worn open over a tee with chinos or relaxed trousers. The hemp fabric has enough weight to work as a light outer layer without needing a jacket on milder days. This is one of the most versatile looks in the Afends range because the shirt can be worn buttoned, half-buttoned, or fully open depending on the temperature and the occasion. Pair with Gramicci wide pants or Service Works chef pants for a look that blends two quality brands with complementary aesthetics.
For her, day to evening: An Afends midi dress paired with flat sandals during the day, then swapped to a heel with jewellery from Arms of Eve for dinner. The natural drape of the hemp fabric dresses up or down with minimal effort. Adding a structured bag from the womens bags collection completes the transition from casual to evening without needing to change the dress.
Weekend mixed brand: An Afends hemp tee with Butter Goods equipment shorts and sneakers. Mixing Afends with other brands at Wally is easy because the earthy palette and relaxed fits work as a foundation for almost anything.
The overall approach with Afends is: keep it simple, let the fabric speak, and don't overthink it. That's the Byron Bay way. The brand rewards a minimal, unfussy approach to getting dressed, which is part of why it fits so naturally into New Zealand wardrobes.
Where to Buy Afends in New Zealand
You can shop the full Afends collection at Wally, both in store at 53 Hurstmere Rd, Takapuna, Auckland, and online at wally.co.nz. We offer free delivery on all orders over $80 across New Zealand.
If you're in Takapuna, come in and feel the fabric for yourself. Hemp has a texture that's hard to describe online, and once you've felt it, the appeal becomes obvious. Our team can help you find the right fit and talk you through the range.