Spring/Summer ‘024

Ten c – The Emperor’s New clothes presents its SS24 collection with a special focus on the brand’s iconic OJJ – Original Japanese Jersey. Treated for the first time with a powder-effect dye in light hues, the fabric is here proposed on two year-round models, the Anorak and the Tempest Anorak, and on sweatshirts and jerseys. This treatment draws inspiration from the Arcari quarry on the Berici Hills of Vicenza, where the video of the Fall-Winter 23-24 campaign was filmed.

As the light reflects on the walls of the quarry, the colour of the limestone transforms into various shades of pink, while the water reflections turn the surfaces colours into various shades of blue, alongside the whites and greys of the natural stone. The quarry also provides a suitable cue for the other treatment proposed in the collection, inspired by rocks with a cement-like effect. The treatment is offered in black and white on cotton/nylon outerwear, trousers, sweatshirts and jerseys.