The brands now signature slogan, Self Care™, is what Akhidenor has coined, 'wearable activism'. Genderless and ethically made here in Australia, the Merch tee's, along with considered content on their website and social media accounts, continue to invite all into the conversation around self-care and what it means to live well. They have also partnered with Lifeline Australia, donating $5 from every purchase to the organisation.
"What we wear makes a statement about ourselves and what we value," she says. "I thought, how about we harness this concept to advocate for change. By wearing our Merch tee, with the word ‘Self Care’ emblazoned on the front, you are promoting self-care to anyone and everyone who sees you."
"Our mission is still to promote self-care, but now, it’s about promoting self-care for all. It’s something I am so passionate about championing."
And while the pandemic has disrupted many aspects of the fashion industry, the Self-Care team are preparing to release weekly written and video interviews with their diverse community. It will create a safe space where self-exploration, self-compassion and self-acceptance are not only encouraged, but championed.
"I’m really excited about this initiative, because I believe through the sharing stories we can foster greater compassion and acceptance, not only for others, but for ourselves. I am dedicated to building a community around the shared values of transparency, inclusivity, and self-exploration. I am creating the community I wish to see in the world. It’s exciting."
There are two key focuses that Akhidenor believes will help shift the industry as we know it.
"This change needs to occur on two fronts. It’s about wellness and self-care businesses depicting greater diversity and representation. But it’s also about you, the community, who are affirming and supporting white-washed wellness brands. Through dollars, clicks, follows and likes, the community can require change in the industry and hold brands and businesses to account.
As for what the future holds, the founder hopes that inclusivity in the world of wellness becomes the "norm."
"It’s Self-Care’s mission to promote and educate on self-care for all. But even greater than that, I hope it champions self-exploration, self-inquiry and self-care such that it becomes the norm for all to engage in. I hope it creates a community of compassionate and open human beings. And finally, I hope the brand disrupts the current image of wellness. It needs to be changed. And I think that with more and more people seeing and talking about diversity and representation in wellness, it will be."