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Five Facts About Ten Pieces

Australian brand Ten Pieces is making waves with an experiential business model. ORDRE lists five reasons why they should be part of your assortment.

As a tastemaker of Australia’s dining scene, Maurice Terzini is known for establishing some of the country’s most iconic culinary destinations, including Bondi’s Icebergs Dining Room and Bar. But as a creative entrepreneur, it was only a matter of time before fashion took his fancy: he launched streetwear brand Ten Pieces in 2011 in collaboration with Ian Nessick, and partner and creative director Lucy Hinkfuss. Since then, their team has expanded to include designer Alan Marshall and an array of collaborators.

First up they reinvented the staff uniforms for Terzini’s restaurants and eventually moved on to designing full collections. “The brand began as a way to facilitate our own needs: his wardrobe, my wardrobe, and the restaurants,” Hinkfuss tells ORDRE, adding, “We casually showed [the first collection] at Icebergs, and the response was better than we had ever expected!”

Ten Pieces has since evolved into a distinctive unisex label with a simple core concept: ten interchangeable wardrobe staples tapping an effortless, Australian-cool aesthetic.

So, here are five reasons why the label is worth your time.

  1. Sustainability Driven

The Ten Pieces model is driven by a slow fashion ethos. It presents highly curated limited collections, which go a long way to maintaining a sustainable production model. “We’re not really looking to produce high volumes. Instead, we try to create lasting pieces that are well-made out of quality fabrics and hardware – pieces that can really be kept over time,” Hinkfuss says.

The brand also makes solid efforts to minimise their environmental footprint with their production, partnering with a number of small boutique factories in Shanghai, Guangzhou, Australia, and Indonesia who work hard to diminish fabric wastage.

  1. It's A Lifestyle, Not A Brand

Considering Terzini’s expertise in hospitality, it’s no surprise that Ten Pieces have built an elevated lifestyle around the brand, often hosting experiential parties and pop-up events featuring carefully considered food, drinks, and music. “Our brand is about pushing a lifestyle more than anything,” Hinkfuss emphasises. “Curating our own spaces and events allows us to create the whole brand picture, and we’re very specific about the way we present everything. The events are just as important as designing clothes.”

This approach has opened doors to a number of creative collaborative projects, including music producer Nicky Knight Time who produces original soundtracks for all of their events, and mixologist Matt Wiley, of London’s esteemed Scout bar, who designed a bespoke drink for the AW’19 show. Next Hinkfuss reveals the brand will be partnering with the world-renowned Sydney Biennale for their upcoming art exhibition.

“Our brand is about pushing a lifestyle more than anything. The events are just as important as designing clothes.”

Lucy Hinkfuss
  1. Versatile But Detail-oriented

Intended to be easily mixed and matched, Ten Pieces’ collections exude a sense of versatility and ease, focusing heavily on quality fabrication. For SS’20, Hinkfuss highlights an exploration of new technical fabrics with a sportswear lean, quilted bomber jackets and matching quilted skirts, as well as a number of Italian denim-wool styles. “I love all the denim pieces – they’re really simple but they also have a really sophisticated feel about them,” she beams.

The brand also places emphasis on detail, an element they’ve particularly refined this season. Drawing inspiration from the Italo-disco music scene – a nod to Terzini’s heyday living in Italy during the ‘70s – signature hand-prints appear on jackets, parkas, and inside linings, while hardware is accentuated. “We’ve been really specific about the zips, fastenings, and pockets, and have made sure they are really on point,” says Hinkfuss.

  1. Expansion Is Key

In 2018, the growing excitement around Ten Pieces caught the attention of Browns' buying director Ida Petersson during Fashion Week in Sydney, who snapped up the brand for its “casual yet refined approach.” Browns' buyer Costanza Lombardi adds, “When it comes to merchandising, we have a unique strategy and are known for mixing next-generation designers like Ten Pieces with the very best of established brands.”

Stockists haven’t been their main focus thus far, but it’s something Hinkfuss and her team are gearing up to change: “We haven’t chased retailers internationally until now because we’ve been focusing on building the brand and refining our production. Now, we’re ready to expand.” Among the markets they’re pursuing, she mentions Asia – Japan in particular – and the US. “We don’t want to be oversaturated, we’re looking for key retailers that have the capacity to represent our collections in interesting ways and with the same immersive ethos we champion,” she adds.

  1. A Fluid Fashion Experience

Other than expanding their retail base, the Ten Pieces team are excited to take their experiential pop-up events global: “We want to be able to do our interactive pop-up concepts outside of Australia. If we are working with international retailers we’d be really interested in doing something interactive with their spaces,” Hinkfuss adds.

Combining creativity from various artforms and entertainment shapes a unique fashion experience, foreshadowing an exciting future for the brand. Hinkfuss, for one, is optimistic and reassuring: “I know brands are meant to follow the conventional fashion treadmill to succeed, but I think we want Ten Pieces to be a very open and organic – we want anything we do to be quite fluid.”

See Ten Pieces' online showroom here

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