An act of caring

Fashion celebrates creation, but rarely celebrates

Care.

The last Copenhagen International Fashion Fair I went, themed “CIFF SUPER”, imagined fashion as a supermarket of innovation. Among more than a thousand brands presented new products, new materials and new ideas, Act of Caring was the reason I came - a brand focused entirely on product care.

I loved the sandalwood pine patchouli tea tree smell!

I brought along a vintage Louis Vuitton bag I had recently restored and tested their plant-based leather cleanser.I loved the salon after smell, and can totally imagine applying it on my restored objects.

When an industry is constantly looking towards the next season, care becomes almost invisible. And yet, perhaps that is exactly what makes it valuable.

The founder of Act of Caring refreshing a girl’s loved Tabi shoes

Perhaps the future of fashion isn’t only about making better products.

Perhaps it is about falling love again for the ones we already own.

Just like any relationships.