TenC stands out in the ever-evolving fashion industry for its unwavering commitment to timeless design, exceptional craftsmanship, and the creation of garments that transcend fleeting trends.
The brand’s ethos is rooted in its philosophy of “The Emperor’s New Clothes,”, thus the name is an abbreviation of the fairytale’s initials (T-E-N-C). This new interpretation of Hans Christian Andersen’s original fairy tale encourages us to look beyond the superficial and value what truly matters. TenC’s pieces are crafted to be cherished for what they are—garments designed to last forever, aging and evolving with their wearer.
The brand’s manifesto underscores that by producing high-quality, long-lasting clothing, TenC contributes to the fight against waste and promotes sustainability. As Alessandro Pungetti, Co-Founder of TenC, explains, "These timeless and iconic garments are created to live and age with you. The incredible Japanese jersey, with time, molds itself almost imperceptibly to you." Like the favorite pair of jeans that cannot be thrown away or a tent that wears the scars of every adventure, TenC garments are meant to become uniquely yours over time.
At the heart of TenC’s identity is Original Japanese Jersey (OJJ), a fabric that has become synonymous with the brand. Developed through meticulous processes, OJJ is a polyester/nylon interlock fabric that highlights softness and elasticity, offering a tactile experience that improves with age. "This softness and the way it wears over time, enhancing its characteristics, are key to the creation of our initial five iconic garments," Pungetti shares. These pieces, including the Anorak, Parka, Field Jacket, Tempest Anorak, and Cyclone Parka, have been part of TenC’s collection since its very first season, continually renewed through garment-dyeing techniques and seasonal treatments.
TenC’s philosophy is also deeply rooted in evolving clothing. The elasticity of OJJ allows each garment to adapt to the wearer’s body, making every piece unique. "Each item becomes a part of your story," Pungetti notes, emphasizing how these garments mold themselves to the individual, creating a personalized experience that resonates deeply with modern consumers.
With a focus on sustainability and longevity, TenC produces pieces designed to be modular and multi-seasonal. The brand encourages consumers to invest in high-quality, long-lasting items that transcend the cycles of fast fashion. "The versatility of the early designs, with detachable interiors to adapt to each season, makes the collection truly no-season," Pungetti explains. This durability is the foundation of TenC’s sustainable approach, offering products that are not only enduring but help reduce waste in the fashion industry.
Collaboration also plays a significant role in TenC’s approach. A notable example is the brand’s collaboration with Sacai, where Chitose Abe skillfully blended her expertise with TenC’s iconic OJJ pieces to create extraordinary garments that showcased the strengths of both brands.
Looking ahead, TenC’s vision is clear: to expand beyond outerwear into a full collection, while remaining true to the values of durability and quality. "Fashion should be versatile and timeless," Pungetti reflects, emphasizing how this evolution aligns with the brand’s vision for the future.
For TenC, luxury is not about ostentation, but about the artistry and craftsmanship behind each piece. The focus on detail and mastery enhances the value of every garment, making it a perfect embodiment of what luxury fashion should represent in today’s world.
For more information: www.tenc.com ; @ten_c_official.
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