Ten c in UK debut via Harvey Nichols after Oasis endorsement boosts brand

FGF Industry’s Ten c brand has been enjoying something of a stellar year and that’s continuing this autumn as the Italian label relaunches a key product and enters the UK physically via Harvey Nichols.

The big news around Ten c has been the endorsement of Liam Gallagher, who wore the Dark Olive Skye Ten Anorak by Ten c x Awake NY (a sold-out collab from spring 2024) during Oasis’s reunion concert in Cardiff. 

Now Ten c (the name is an acronym for ‘The Emperor’s New Clothes’) is relaunching the anorak, as well as adding new anoraks and launching other key pieces from the AW25 collection in the UK.

The pieces have just arrived at its new pop-up store in the Harvey Nichols Knightsbridge, London, flagship and from the end of this month will be available at a second pop-up store at Harvey Nichols in Manchester, an understandable move given that it’s Oasis’s home town. 

The collection will then be available at key independents including The Business Fashion, Robert Fuller and Pocket.

Federica Fusco, Ten c Marketing Director, said: “We’re very happy to become part of this important and historic department store. An important showcase for us that will help us to share the Ten c style with their customers. It was an amazing surprise. The fact that Liam Gallagher spontaneously chose to wear a Ten c jacket made me realise how priceless true style is and how he has an innate ability to transform clothes with clean, simple designs into icons.”

If anyone doubted the importance of such endorsements, it’s worth noting that a company spokesperson also told FashionNetwork.com that while Ten c has been available online in the UK previously, Harvey Nichols is its first physical presence. And the team at Harvey Nichols “reached out right after the surge of interest” following Gallagher’s appearance in the jacket.

It seems like one of those moments when everything seemed to come together perfectly. The Liam Gallagher link happened organically with no sponsorship, PR placement or stylist involvement. “Liam simply chose the jacket himself. His team later reached out requesting another one in black, and unsurprisingly those two colourways, the original green from our collaboration with Awake NY and the black are now our bestsellers,” Ten c said. 

“The Skye Ten Anorak was originally part of that Awake NY collaboration, selected by Angelo Baque and Alessandro Pungetti, and hadn’t been planned as a mainline piece. Once Liam wore it, demand spiked overnight, and we decided to reissue it as part of our AW25 offer”.  

The Skye Anorak Ten c x Awake NY in crinkle nylon and OJJ (Original Japanese Jersey) featured a camouflage print that reproduces the map of the bedrock of Manhattan’s neighbourhoods. The outerwear, which alternates military green and acid green, is customised with both logos. The classic OJJ label, sewn inside, features both the Ten c and Awake NY logos.

For the relaunch, the new Skye Ten Anorak is now also available in four solid colours (burgundy, dark olive, taupe and black) plus a printed version featuring a contemporary take on pixelated camouflage.

Alessandro Pungetti, Creative Director of Ten c, said: “OJJ is a polyester-nylon interlock jersey derived from treatments developed by us. We dye the fabrics and, to make the material even more valuable, we also dye the finished garment. This treatment makes the material more compact overall and partially water-resistant. In the new Anoraks, we have combined it with an ultra- lightweight nylon, which is always garment-dyed, reproducing the effect of the first nylons of the 1980s.”

Beyond the UK, there’s a lot happening elsewhere with the brand. Internationally, its first Ten c store has launched inside Hyundai Department Store in Korea, with another pop-up coming at Lotte Department Store by the end of October. It’s also exploring its first standalone flagship in Italy. And we’re told “there’s an exciting collaboration in development for January, alongside several others we’re currently evaluating but we only pursue partnerships that feel authentic to Ten c’s DNA and philosophy”.