Ten c: Timeless Menswear with Sustainability Credentials
The project that is close to the heart of designers Alessandro Pungetti and Paul Harvey reinterprets the fairytale "The Emperor's New Clothes" that inspired the founders to name their brand: Ten c – The Emperors New Clothes. The Danish story by Hans Christian Andersen is re-read to show what the world of fashion really is. The philosophy of the Italian outerwear label invites us to look beyond the seasons and to value sustainable clothing.
Italian Pungetti and British Harvey, former Stone Island designers, had already worked together as creative directors of C.P. Company. As part of Enzo Fusco's FGF Industry Group, they founded the label Ten c in order to apply the ideal of true hand-craftsmanship to their timeless designs. The brand's DNA is also influenced by Japanese textile production, which is what Ten c's red logo refers to. It is based on Japan's flower symbol, the imperial Chrysanthemum Seal. The brand's collections centre around what Harvey simply calls "The Fabric", the Original Japanese Jersey (OJJ) specially made for Ten c. The unique OJJ material for the parkas and men’s jackets is tailored and dyed exclusively in Italy. The jersey might start off a little stiff, but it gets softer with wear and adapts to the wearer’s body. A used look develops over time that personalises the jacket with a patina.
Fashion from Ten c is synonymous with durable outerwear, as well as hoodies and T-shirts, that outlast short-lived trends. The investment pieces from Ten c are modular and combinable: The perfectly coordinated cuts of the jackets and liners mean that the jackets can be adjusted to your individual needs depending on the weather. By making high-quality and beautiful products, Ten c wants to ensure that fewer clothes end up in landfill – simply because we won’t want to throw them away once they belong to us. This parka is loved for what it is: Part of its wearer’s history. The premium designs of the appropriately named "The Forever Collection" have the long lifespan of true classics. With perfect cuts, exclusive materials and dyeing techniques, the men's jackets show off Ten c's clean style, without any external logos and brandings. It's what’s inside that counts: Find outdoor fashion with soul that will become part of your life story in the BRAUN Hamburg online shop.
