I can’t quite remember how I got chatting with Toby from AFE (answer for everything) but he seemed into streetwear and lived in Leeds, so our paths were bound to meet eventually. After many twitter discussions, retweets and #FF’s I decided I wanted to know more about AFE and more about the man behind the company, so have a read, check out some pictures and then head over to AFE’s online shop to grab yourself a sweet t-shirt.
So, first off, why the name AFE?
It stands for Answer For Everything. In short, it’s my way of addressing a clothing and footwear obsession, whilst earning some money making clothing I’d be proud to wear.
When and where did the original idea for AFE come from?
To cut a long story short, during an argument I was told I had an answer for everything. Having been given the “lazy student” label, I was keen to build on my design skills, earn some money, and fuel my obsession with clothing and footwear. Hopefully in years to come it might even be my career.
How long did it actually take you from the original idea to getting your first tshirts made?
Quite a while to be honest, I had a site that served as a mini-portfolio last year, and used Answer For Everything as a banner. After that I decided maybe the idea could be pushed further, so I started messing around with concepts, a number of other names, and designs for a few months. However once finally settling with AFE, maybe a month or two to scope out printing options and set it out clearly in my head.
What are some of your main inspirations behind AFE?
The main one is anyone that hasn’t believed I was able to do it, which has served as a pretty good catalyst. Not to forget the supportive ones aswell! Also, my drive to create clothing that has some meaning behind it. Even if it’s not initially apparent, it’s always good seeing people’s reactions when you explain the brand’s ethos and thinking – the Skeleton Key t-shirt for example, which follows the idea that it can open many doors and acts as an “AFE”. I’m game for cool looking designs with little thought behind them, but on the whole I’d rather the designs be a talking point. I’m also hugely inspired and motivated by seeing people enjoy the t-shirts.
Who apart from yourself are onboard with AFE?
Other than friends and family for moral support and testing a few ideas and designs on, it’s just me going solo. Keeping things simple at this early stage.
What other companies out there at the moment do you like?
At the moment I’m enjoying Herschel bags, Diamond Supply, UNDFTD and QUINTIN, and a bit of Trapstar here and there.
Do you have a strict idea when it comes to the image of AFE? Or is it going to be a bit more laid back in that respect?
I’m open for anything really. I originally set out for the brand to sit under the street-wear umbrella, but there’s really no need to pigeon hole it. My only wish is for people to enjoy the clothing and wear it well, whether that be in the street-wear scene or not. I like how big brands like BBC and BAPE have retained their credible “urban” image but still sell to a varied demographic.
Where is AFE being distributed to at the moment? Any plans on distributing anywhere else?
At the moment, AFE is just online and running through the web store (www.afeclothing.co.uk/shop) and sales in person locally. With future drops and a growing collection, it’d be amazing to see them in smaller shops. We’ll just have to see how it goes!
Have you got any new designs or items in the pipeline for AFE at the moment?
A more substantial t-shirt drop is being planned currently, building on the current concept with more of a twist. There are possibly a few other items to expand outside of the t-shirt world.
Where do you see AFE in 2 years?
If all goes well, it’d be amazing to see a varied collection that is well received by the public and that I’m proud of. It would also be pretty sweet to see them sold them shops. If not, I’d just be glad to have had a go at setting up a brand and enjoyed the time spent.
Any thanks?
My mum, my dad, my agent, my fans… Nah, anyone that has bought, supported, followed and retweeted! Nice one!
