CHANGE OF TIDE

History -

I believe there's nothing constant in this world, even feelings or the bullets of thoughts in your head changes in milliseconds. I started AFTERNOONFRIDAYS with one goal in mind that was to create a gender neutral everyday bag and start my Minimalism journey. This November it'll be the third year anniversary of what started as a project turned into a full time business. It was a bittersweet memory when I begun to understand the challenges in building a brand in an ocean full of local businesses wanted to swim into the surface and surpass all others. I neither expected to get anyone's attention nor to be featured online by amazing writers, blogs and local magazines. Though the most challenging part was the 360° turn and the mind setting from being a shopaholic maximalist employee to a minimalist bordering Spartanism own boss.

AFTERNOONFRIDAYS started its online presence as early as 2015 and went full-blown 2016 wherein people inquired, ordered and repurchased. In the span of three years there were numerous times that I needed to sit back to continuously review the brand's values, philosophy and customer feedback. The vision from the time it started slowly is getting clearer as the years went by.

Aesthetics -

The brand's minimal aesthetics came natural even before I started AF I've always been drawn to minimal art, aesthetics and design. My appreciation in minimalism intensified and completely digested when I took classes in Design. Brutalist and Parametric architecture are the forefront influences of my personal taste and when I took up Photography classes, it allowed me to explore the artistry of objects without overly decorated background or props. Focusing only on the objects and allow it to tell its story. This desired style can be a challenge when engaging audience because I am only working on the "object" there are barely any human interactions or pieces that can assist in evoking emotions.

Design -

What is a beautiful design? It depends on one's definition of "beauty" and "design", although there can be a general consideration for a good design instead of beautiful. A good design is effective and efficient in fulfilling its purpose. I always go back to the principles of Dieter Rams , whenever I needed some guide. I go through sleepless nights designing, back and forth with the makers while keeping a specific budget. It may appear easy at the beginning but the process is hard. Combining all elements - simple, functional and aesthetically pleasing can be tedious and demanding.

Most of my inspirations comes from dark fashion, art and Brutalism as mentioned earlier, which I want to translate it into everyday objects that can be used or seen in different ways or multifunctional. I had a fair share of frustrations I get often declined, since it's out of the ordinary and can be a challenge to some makers. These bumps made me realized that unconventional frighten us whether in the process of creation or as an end user. One of the designs I did was the Asymmetrical Swing, most people weren't convinced it'll be scalable because of its irregular shape, but I did it anyway and proud to say I am happy with the result. It was made for those who appreciates the structural charm and the unconventional exudes daring attitude.

Art -

Being organically creative, I am fond of exploring different materials in creating objects. Years ago when I still hold a corporate job my creative outlet was selling handmade jewelries made of uncommon materials such as wires or fabrics. This fascination was introduced in the early days of AF as "RAW" necklaces made of pure concrete.

NEXT CHAPTER:

Change of Tide -

After all those years I learned the highs and lows of being a one man team, building a brand while incorporating personal influences. AF allowed me to explore and grow both as a person and entrepreneur. I am eternally thankful for those who supported the brand from the beginning and made the "Article" bags a success. Thank you for trusting me and the brand. I seriously get flushed reading emails, DMs and chats from different people, especially when they share their experiences and feedback are the most important. My heart is full whenever someone appreciates the design and proud it is locally made.

It took more than a year to review the brand's direction which concluded to redesign its DNA and philosophy. There is no better way but move forward and establishing products that solely values customer needs.

It's been six years since I started my personal journey with Minimalism ( if you haven't read it "How I became a Minimalist" ). Every year I learned something not only about decluttering, minimizing or consuming less but the most valuable lesson I've learned over those years is understanding the deeper meaning of the lifestyle and know my true self - that my value isn't dictated by the price tag or worth of my things ( this will be on a different blog). As I continue to purge, review and let go most of my things, it became natural that it'll extend to my design and brand. The changes are now aligned what it truly means to "minimalist approach to everyday objects".

FREEDOM:

AFTERNOONFRIDAYS will be true to "free from distraction" as it will delve into other objects - home, fashion and art pieces through design series inspired by different themes. In this way the brand has the freedom to express its desire to produce more creative objects aside from leather.

The new aesthetics represents LOVE, CHAOS, BEAUTY and MADNESS that everyone goes through once in a while.

AFTER - came from the parent brand AFTERNOONFRIDAYS

NOIR - French word for black, film, art etc.

Combining these two words is the best way to describe our direction. All pieces are in black color that represents elegance, authority and mystery. It is still against the flow of trend and maintains interesting minimal designs. AFTERNOIR is a collection for noir lovers, minimalist and modern individuals.

We realigned our existing core values and design philosophy to attain

the purest approach to minimalism in our products by elevating our work and center it on the following : 

| Truth to Materials

| Sustainable

| Price point ( eliminate unnecessary mark ups )

| Less & interesting

This is not a complete departure from our previous style, rather it is elevating the minimal designs by creating less but more interesting.

Sometimes it is better to go against the tide and see where it takes you.

"At first, dreams seem impossible, then improbable, and eventually inevitable."

- Christopher Reeve