In an era where sustainable fashion and reducing textile waste are becoming increasingly vital, innovative solutions that encourage us to restyle our existing wardrobes are more crucial than ever. Enter Kitdo, a brand dedicated to redefining the concept of newness in fashion through creative restyling tools.
At the heart of Kitdo is the MagniClip, a revolutionary magnetic tool designed to replace traditional safety pins and inspire wardrobe reinvention.
We sat down with Denise Ho, the visionary behind Kitdo, an experienced fashion stylist with an 18-year career, to discuss Kitdo’s journey from concept to creation and how rethinking and restyling clothes can significantly impact the industry. From the frustration of damaging garments with safety pins to the desire to make rewearing clothes mainstream, learn all about the motivations, challenges and future aspirations of this stylist turned innovator.
How did your industry experience as a stylist spark the idea for Kitdo?
I’ve been a fashion stylist for 18 years and have always aspired to launch my own product line. Watching makeup artists and hair stylists develop their own brands made me wonder why fashion stylists hadn’t done the same. The sustainability aspect became a driving force, and I wanted to create a product that encourages consumers to restyle their clothes.
Could you share more about the concept behind your first product—the MagniClip.
The Magniclip is a blend of the nostalgic 90’s t-shirt clip and innovative magnet inserts. Initially, I wanted to replace the safety pin, which often left holes in delicate garments on set. Frustrated by this, I designed our first product, the Magniclip, to offer a safer alternative with numerous additional functions.
You state that Kitdo’s tools help to ‘redefine the concept of newness’ in fashion. Why does pushing for this change matter to you?
I believe our collective desire for newness has gone too far, worsening the fashion waste crisis in both fast fashion and luxury. The most conscious approach is to play with your clothes and create newness through creativity. Kitdo is crucial for this, as it sparks creativity and encourages rethinking and restyling your wardrobe. At least, that’s how I see it!
What are the reasons behind us not rewearing our clothes enough? What’s your perspective?
These days, it’s so easy to just buy something and toss it aside. I remember once in London, I saw someone running in the rain, dropping a bag of clothes and not even looking back. Education is key here, which is why I’m teaching at a school in Hong Kong—I’m constantly inspired by the creativity of the younger generation. But we also need to make rewearing clothes cool and sexy. It’s something we’re really focused on in our branding and content.
Sustainability in the fashion industry is a hot and ever-evolving topic. What is your personal take on how we can move the needle?
Honestly, I think brands need to go beyond just talking about sustainability and really make it a part of who they are, not just something they use for marketing. At Kitdo, we don’t lead with sustainability as our USP. Our focus is on creating a beautiful product and putting out engaging content and collaborations that everyone can enjoy. Kitdo was made with restyling in mind, and we’re proud of how versatile it is. Sustainability is just built into Kitdo as a fundamental part of what we do, rather than being our main selling point. We want people to love Kitdo for its quality, versatility, and style.
What are Kitdo’s future plans, and what are your dreams for the brand?
My vision is for Kitdo to be the go-to brand for restyling accessories, offering a full lineup of products that inspire creativity and versatility in wardrobe transformations. We want to empower our customers to enjoy the process of restyling and find joy in giving new life to their clothes.
Finally, tell us your favourite ways to style the Magniclip!
We love them all! Honestly, we love seeing all the different ways our customers use Kitdo. They are the ones constantly discovering new and creative applications for our products. That really excites us!
Discover the full range from Kitdo on ZERRIN.
