Liam Gallagher's Style Boost Propels Ten c into UK High Streets with Harvey Nichols Debut

FGF Industry’s premium label, Ten c, has been experiencing an exceptional year, a trajectory that continues into the autumn season. The Italian brand is capitalizing on its recent momentum by relaunching a signature product and making its highly anticipated physical debut in the UK market through a partnership with Harvey Nichols.

A significant catalyst for Ten c's heightened profile was the impromptu endorsement from music icon Liam Gallagher. During Oasis's reunion concert in Cardiff, Gallagher was spotted wearing the Dark Olive Skye Ten Anorak, a piece from the now-sold-out Ten c x Awake NY collaboration from spring 2024. This high-visibility appearance propelled the anorak into the spotlight, leading Ten c, whose name is an acronym for ‘The Emperor's New Clothes’, to relaunch the acclaimed anorak, introduce new anorak styles, and unveil other key pieces from its Autumn/Winter 2025 collection in the UK.

The brand's physical presence in the UK commenced with a pop-up store at the Harvey Nichols Knightsbridge flagship in London, where the new collection pieces have just arrived. This will soon be followed by a second pop-up at Harvey Nichols in Manchester by the end of the month – a strategic move given Manchester's status as Oasis’s hometown. Federica Fusco, Ten c Marketing Director, expressed her enthusiasm: “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.” Fusco also reflected on the impact of the Gallagher endorsement, noting, “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.”

The power of authentic celebrity endorsement cannot be overstated. While Ten c had previously been available online in the UK, its partnership with Harvey Nichols marks its inaugural physical retail presence. A company spokesperson confirmed that the team at Harvey Nichols proactively "reached out right after the surge of interest" following Gallagher's appearance. This perfectly illustrates a moment where organic buzz, rather than planned marketing, drove significant commercial impact. Ten c emphasized that Gallagher's choice was entirely spontaneous, without any 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,” the brand stated.

The Skye Ten Anorak, a long-standing Ten c design, gained unprecedented attention through the Awake NY collaboration, a partnership curated by Angelo Baque and Alessandro Pungetti. Following Liam Gallagher's wear, demand for the anorak surged overnight, prompting Ten c to re-issue it as a core component of their AW25 offering. The original Skye Anorak Ten c x Awake NY version, crafted from crinkle nylon and OJJ (Original Japanese Jersey), featured a distinctive camouflage print that mapped the bedrock of Manhattan’s neighbourhoods. This iconic outerwear piece, combining military green with acid green accents, was further customized with both the Ten c and Awake NY logos, integrated into the classic OJJ label sewn inside.

For its much-anticipated relaunch, the new Skye Ten Anorak is now available in a refined palette of four solid colours: burgundy, dark olive, taupe, and black. Additionally, a contemporary printed version featuring a pixelated camouflage design has been introduced. Alessandro Pungetti, Creative Director of Ten c, elaborated on the brand’s innovative material use: “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.” Pungetti added that "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 its UK expansion, Ten c is actively growing its international footprint. The brand recently launched its first standalone Ten c store within the Hyundai Department Store in Korea, with plans for another pop-up at Lotte Department Store by late October. Domestically, Ten c is also exploring the establishment of its first flagship store in Italy. Looking ahead, the brand has an "exciting collaboration in development for January" and is evaluating several other potential partnerships, rigorously adhering to its philosophy of only pursuing collaborations that genuinely resonate with Ten c’s distinct DNA and brand ethos.