Ten c

Ten C is an Italian outerwear label founded in 2010, named after Hans Christian Andersen's tale The Emperor's New Clothes. The name is deliberate: where the story mocks those who value the label over the garment, Ten C does the opposite, putting all of its attention into fabric, construction and longevity rather than visible branding. Every piece is designed to be worn for years and to look better with age.

No, and that is the point. You will not find large badges or arm patches announcing the brand. Ten C is designed to be recognised through its silhouettes, its fabric and its finish rather than a logo. It is a brand for someone who appreciates the product itself rather than the label on it.

Ten C garments are made in Italy. The signature OJJ fabric is engineered in Japan, then cut, sewn and garment dyed in Italy, combining Japanese textile innovation with Italian craftsmanship.

Ten C outerwear generally has a considered, contemporary fit with room to layer, in keeping with its military-inspired roots. As these are investment pieces, we would always recommend checking the measurements on the individual product page, and please get in touch if you would like guidance on sizing before you buy.

There is shared DNA. Ten C's founders came from that world of Italian technical outerwear, so you will recognise the same obsession with fabric innovation and garment dyeing. The difference is the branding. Where those labels are known in part for their badges, Ten C removes them entirely, appealing to someone who wants the craftsmanship without the logo.

Ten C sits at the very top end of technical menswear, and the cost reflects what goes into each garment. The fabric is engineered in Japan and garment dyed in Italy right down to the threads and trims, which is a slow and expensive process. Pieces are built to be kept and repaired rather than replaced, so the value is in the years of wear, not the initial ticket. Buying into Ten C means owning one exceptional piece rather than several disposable ones.