Creative Director

Mar 2010 - Dec 2013

As the Creative Director of AFENDS, my role was to tell the story of the brand in a creative manner while working closely with, and managing the in-house creatives, marketing team, and freelance artists. The designs we created have been distributed throughout major global retailers such as Urban Outfitters, Karmaloop, ASOS and Surf Dive and Ski, to name a few. As a team, we achieved success, with major increases in sales every year as we developed and evolved the brand.

One of my major achievements outside of product design and creative direction for AFENDS was my work developing the e-commerce branch of the business. Spearheading their e-commerce sales and working alongside the marketing team, we managed to increase sales exponentially, year on year.

At the end of 2013, after some very fulfilling and challenging years at AFENDS I decided it was time to return to my freelance design career which I had originally begun in 2006.

Below are some of the products, videos and campaigns that I had the honour of working on at AFENDS with a bunch of good people. All photography below was shot by Samuel Nolan and the majority of the videos were filmed and edited by Toby Cregan.

PUNK & DISORDERLY
WINTER 2014 - MENS COLLECTION


AUTUMN 2014
MENS COLLECTION


HIGH SUMMER 2013
MENS COLLECTION

Film and Edit: Toby Cregan


AFENDS.COM (3.0)
LAUNCHED AT THE END OF 2013

SPRING 2013
MENS COLLECTION

Film and Edit: Toby Cregan

AUTUMN 2013
MENS COLLECTION

Film and Edit: Toby Cregan

THE SNAKE PIT

Film and Edit: Toby Cregan


One of the highlights for me at Afends was the collaborative effort titled, "The Snake Pit". A small group of mates led by the mad magician park builder Scotty and all time legend Boyd Young, we spent our personal time carrying concrete, water, beers etc through the bush adding skateable objects to the notorious Byron drain. Once built we invited the Afends family of artists, skaters and musicians down for a day of good vibes!


Myself (the midget) and old mate Brendan Davies from Deadly Garments

SPRING 2012
MENS COLLECTION

Film and Edit: Toby Cregan

HIGH SUMMER 2012
MENS & WOMENS COLLECTIONS

Film and Edit: Toby Cregan

WINTER 2012
MENS & WOMENS COLLECTIONS

Film and Edit: Selina Miles


This Winter 2012 range was my first official range as Creative Director. This range to date was one of the most enjoyable ranges that I created at Afends. We went out of the norm for the photo shoot and broke out of the bubble to a rad bar in the West End that we stumbled upon and a few dirty street spots. Along with the mens range I designed parts of the girls range and opened up our first major account with the MEOW cut off graphic top.

Film and Edit: Selina Miles