The leather will naturally soften as you use it. Avoid getting your bag wet and keep in a cool dry place. If it does get wet, dry in a warm room, away from heat sources . Once dry, apply the leather cream as above.
Avoid any contacts with oily or acidic substances as these will stain the leather. Avoid catching the bag on hard or sharp objects as it will leave scratches on the surface of the leather. To prevent mildew, do not store long-term in a humid environment.