Afternoon is on holiday! All orders placed will be posted on 10 May 2022.

Why Afternoon?

Hello, we may not have met yet. I’m Jenny. I run Afternooon – a local, independent sewing pattern label.

I started this business because clothing has become more and more about consumption and much less about creation. I wanted to change that, and empower others to do so too.

This is the world of fashion that we’re shown. It's fun, it's glitzy, it's glamorous.

But this is all too often the world that props up that illusion. The fast fashion industry; the systematic exploitation of garment workers and our environment.

It shouldn’t have to be this way. Afternoon believes the world would be a much better place if we made more informed and mindful fashion choices. Sewing puts us in dialogue with our clothing and allows us to reconnect with fashion, instead of just consuming it.

Making your own clothing taps into your creativity and empowers you to take control of your wardrobe. I’m tired of seeing women trying to fit into their clothes, instead of having their clothes fit them. Our clothing should fit our bodies and unique personal sense of style. No exceptions.

So this is what an Afternoon sewing pattern is really all about. They’re modern, beautifully designed and easy to use. And you can print them at home! We’re dragging sewing into the 21st century with a fully digital offering that you can bring to life.

In a sewing pattern download, you get a step-by-step illustrated instruction booklet, along with your pattern. In addition, the blog offers tips and tricks on how to better your sewing as well as easy projects to practice with. I am also currently working on a YouTube series of small clips that take you through from baby steps like threading your machine through to more foundational techniques like setting a zip.

It’s all about establishing a supportive community around sewing so that it’s accessible and not at all intimidating. At the end of the day, learning to sew is an exercise in slowing down, appreciating our clothing and connecting with a long line of heritage. The thing is, everyone can learn how to sew, and have fun doing it.

At the heart of it, Afternoon celebrates the beautiful culture of making. We are for taking a stand, celebrating diversity, and learning together.