AFENDS BOARDSHORTS S/S 2025 PREVIEW
Retail Buyers Guide: Boardshorts S/S 2025 Retail Buyer’s Guide
Brand: Afends
Interviewee: Brand Marketing
How did your brand cope with the Men’s Surf Apparel market in 2024.
Afends is in line with the trends of the surf industry. The brand uses 100% sustainable fibers since 2001, and we are not looking back. In terms of spirit, we keep having a laidback mindset when it comes to surf apparel. Designed from Byron Bay, our range combines art, music, fashion, and a desire to disrupt the ordinary.
What is the strategy for SS25: carrying-over staple SKUs and/or fresh pieces to boost demand?
SS’25 offers classic silhouettes for anyone and welcomes eco-friendly threads based on our best-selling products such as the Surf Related, the Classic tees or the Daily shirts executed in a sea of natural colours. As ever, our products are executed in hemp, organic and recycled blends. Made for years to come, our denim collection remains the foundation of AFENDS with loose, straight or super baggy fits. This season we are reworking denim staples, with worn washes and utilitarian details. The dress category is also getting a solid traction with styles like the Asta Maxi seersucker dress, with a unique soft hand feel.
What collection stories have you planned for SS25?
Inspired by the future and fuelled by freedom, this season is an ode to the good days ahead. Expect strong artist collaborations from our ‘Create Not Destroy’ program such as Nirvana Selwood, designing unique motifs with inspiration taken from the natural world around us; expressed in the use of popping vibrant colour, abstract elements, and fun printed pieces.
Has Surf Apparel distanced itself from the streetwear and outdoor influences in favor of heritage surf roots?
Designing boardshots is all about our roots. Afends creates clothing for the people, the surf and the streets since the start in 2006. Our vision in developing a range is to combine these influences in order to create timeless products with an original take on the classic boardshort.
The fabric spectrum has expanded from the cotton or poly options. Which materials are rising/declining?
The Afends range is executed in 100% sustainable fibers. The brand focuses on 2 main fabrics to maximize durability, comfort and performance while developing low impact products – Recycled Poly & Hemp are the main materials we use.
Which color/prints will you offer in SS25?
Black, Military, Navy, Fossil.
Key Products:
Wall Flower – Recycled Boardshorts:
When surf meets graffiti, these boardies have a bit more stretch and an almost neoprene-y hand feel. You can wear them from the streets to the beachbreak with ease.
M230300-FOS_0274
Surf Related – Hemp Fixed Boardshorts:
The surf related boardies are designed by surfers for surfing. Featuring a fixed waistband with a drawcord and side pocket with zip closure for a key, wax comb, go-pro or a snack. These boardies are rash-resistant, fabricated in super lightweight and eco-friendly hemp, recycled poly and cotton blend, with slight stretch for comfort. For SS25, our best selling boardshorts are executed in a natural palette of colour.
M230300-MIL_0319
Webhead – Recycled – Surf Related Boardshorts:
Cut from the same cloth as the surf related, these boardies are designed by surfers for surfing. Featuring a fixed waistband with a drawcord and side pocket with zip closure for a key, wax comb, go-pro or a snack. These boardies are rash-resistant, fabricated in super lightweight and eco-friendly hemp and recycled poly, with slight stretch for comfort.
M230300-NVY_0268
Brand Previews
