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The Emperor’s New Clothes

Hans Christian Andersen’s fairy tale ”The Emperor’s New Clothes” is about a vain emperor who has two swindlers make him invisible clothes. Incidentally, the brand name Ten c is an acronym for ‘The Emperor’s New Clothes’ and alludes to the fairy tale. Unlike in the story, however, Ten c is not about empty promises: here, it’s all about high-quality, durable garments, as the new collection impressively demonstrates.

  • Text
    Verena Stuhlinger
  • Photos
    Ten c

The brand was founded by the Italian designers Alessandro Pungetti and Paul Harvey. Their philosophy: durability, timelessness and clothing that transcends fleeting trends. To this end, they rely on materials and techniques that are particularly robust and hard-wearing.

The best example: OJJ – Original Japanese Jersey. Manufactured exclusively for Ten c in Japan and subsequently cut, sewn and garment-dyed in Italy, the fabric combines technical durability with an exceptionally versatile feel. This means that it becomes softer in high humidity and firmer in dry, warm air. Over time, it increasingly adapts to the wearer and develops a patina all of its own. At the same time, OJJ is wind-resistant and water-repellent, thus combining functionality with a deliberately dynamic ageing process.

1/6

The new Autumn/Winter 2026/27 collection ”The Urban Explorer” features garment-dyed OJJ and lined versions, as well as the Ultralight 9 oz with Primaloft filling and the new OJJ Rubber Ultralight, which is completely waterproof thanks to taped inner seams.

Liam Gallagher also demonstrated that the formula works by wearing Ten c during his band Oasis’s reunion tour – and he is a huge fan of the brand.

→ tenc.com

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