Self Care is the brainchild of Rachael Akhidenor, a Melbourne-based twenty-something with a mission and a message – that it is important for us to look out for ourselves. After an enlightening discussion with a friend that revealed a general lack of awareness of the term ‘self-care’, Rachael decided to spread the word through fashion, crafting her label on the basis that visibility breeds familiarity. Every time you see the worlds Self Care emblazoned on a shirt, socks or scarf, it’s a reminder to engage in the practice yourself – it’s a bold new frontier of wearable activism.

When it comes to the product offering, Self Care keeps it simple, bright and bold. Colourful cropped tees, logo socks, silk scarves and branded long-sleeves make up the debut drop, each baring the crucial self-care message. All products are ethically made in Sydney and Melbourne, furthering the brand’s wholesome ethos. Since its launch roughly six weeks ago, the online store has sold out of a number of its key items – but not to worry, as there are pre-orders available for the products that are out of stock.

Could you use some more mindfulness in your life? Shop the full range of Self Care and make pre-orders through the online store. If you’re keen to learn more about the concept of self care, you can check out the brand’s blog here.