About Us

Banner Image

Words of Intention

Intention is more than an apparel brand. With original Photo Art by ClaraXenia, printed on the front, and built around Words of Intention. A positive word printed inside the neck on t-shirts or expressed boldly on select styles, of hoodies and sweatshirts and used as reminders for conscious living.

All Photo Art is available as framed beautiful and meaningful Wall Art.

Explore the philosophy behind our

Words of Intention

or discover the practice of

Way of Intention.

The couple behind the brand

The founders

Founder

ClaraXenia, the intuitive photographer

Photography has always been Clara’s way of pausing time. A chance to distill fleeting moments and preserve them for deeper exploration. Capturing light, reflections, and shadows to reveal their hidden stories.

It was born from an early fascination with how light trickled into the narrow backstreets and bounced off the myriad surfaces offered by ancient stone, waterways, and inlets. Capturing these intimate moments through the lens, and then the slow, deliberate, tactile path of developing them in the darkroom, remains an integral part of her creative process. She continues to find beauty in the unexpected.

Clara sees each photograph as an opportunity to fully embrace the moment and unearth new perspectives. Intent is the vehicle through which she transforms her inimitable photography into wearable art, enabling her to showcase her passion and delight for those fleeting moments in time she continues to chase.

“My approach to photography is not just about documentation - it is about storytelling, curiosity, and seeing the world and its inhabitants with a sense of wonder and humour. To me, a photograph is like a leaf drifting down a river, surrendering to the current. It is a way of embracing the present moment and discovering new perspectives through the lens.”

Founder

Nils, the creative entrepreneur

For Nils, life is not about achieving perfection. It’s about growth and recognising progress. The subtle, persistent act of becoming. Nils’ path has never followed a linear line, but it’s in those winding turns that he has discovered meaning.

Nils spent over a decade immersed in the world of the film industry. Navigating both the practical and creative sides of an evolving industry - always searching for new ways to bring ideas to life.

Searching for something new, Nils left the industry and invested his infectious energy in building start-ups, co-founding ventures often backed by external investors. Yet he soon discovered something was missing. With this came Nils’ craving for freedom - to create something honest, unfiltered, and aligned with his deepest instincts.

Meeting Clara was the moment everything shifted. A kindred spirit, a partner in every sense of the word. Together, they uncovered not just love, but a shared vision: to build something rooted in intention. A space where their creative energies could meet. Where Clara’s intuitive, poetic way of seeing the world could thrive alongside Nils’ drive to shape ideas into something tangible and purposeful.

“This is just the beginning. A chance to make a difference in a world that often moves too fast. Every product, every photograph, every phrase is designed to be a gentle reminder that we are all in motion. And that progress, however small, is a beautiful thing.”

In their own words

Words of Intention from the Studio

Intention

tap to reveal

It starts with Intention. Then transformation

Where Intention Begins

Why

Intention began as a creative collaboration between photography and apparel - exploring how words and images can shape how we feel and move through the world. It is a space where self-expression becomes both personal and shared. Where images spark curiosity, and words invite reflection. A quiet ritual - bringing presence into everyday life. Intention is more than a brand. It is an ongoing exploration of beauty, connection, and what it means to live with awareness.

From Moment to Meaning

How

To turn fleeting, intimate moments into lasting impressions. To create beautiful narratives from untold stories. Through the fusion of photography and fashion, Intention invites people to narrate their own stories. Where light exists in all its abundance, shaped by emotion, and guided by the power of words. Each piece is a small reminder to pause, notice, and reconnect, both with yourself and the world around you.

Notes from us

Inside the studio / show room

Though we’re based in Copenhagen, our mindset is truly global. From the start, we’ve tailored our approach to be local and sustainable. Our partners have been carefully chosen that reflect our values and share our commitment to doing things better for the good of all.

Intention uses a made-to-order production model that reduces waste while allowing our apparel and photo art to be produced locally in over 130 countries, cutting down carbon emissions and ensuring fast and reliable delivery. Our partners offer lower impact materials and abide by eco-conscious printing methods. We value these choices as they mirror the same care we put into each design.

Our growth is guided by intention. We are fostering relationships with a curated network of creators and voices who align with our strong brand values, building a community of like-minded individuals who share our vision and mindset.

If you ever find yourself in Copenhagen, we would love to welcome you into our studio. Write us at mail@intentioncph.com to set up an appointment.

Studio / Show room

Intention ApS

Købmagergade 61A

1150, Copenhagen, Denmark

VAT: DK 45351874

Visiting hours by appointment. Send us an email and arrange a meeting.

mail@intentioncph.com

Directions