10DAYS Lifestyle

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Introduction

10DAYS is a Dutch fashion and lifestyle brand, founded in 2007 by Barbara Hilbrink and Myon Veenendaal. Headquartered in Amsterdam, the brand is known for its effortless style and embrace of comfort and versatility in creating pieces that last.:

Sustainability is a key focus for 10DAYS, with most of its production based in Portugal, and the company is certified as a B Corporation.

The brand advertises an ethos of unexpectedly simple, to redefine comfort with high-quality, timeless and effortless products. 10DAYS is present in over 600 doors across Europe and operates 3 concept stores in the Netherlands.

History

10DAYS was founded in 2007 following a chance meeting between Barbara Hilbrink and Myon Veenendaal, which sparked both a lasting friendship and the beginning of the brand. Motivated by a shared desire to create clothing that combined effortless style with comfort, they identified a gap in the market and set out to fill it. The brand launched with a capsule of ten timeless pieces, laying the foundation for its aesthetic. Born in Amsterdam, 10DAYS has since expanded and releases 4 collections a year: Pre-Spring, Spring-Summer, Pre-Fall, and Fall-Winter.

Lifestyle

10DAYS positions itself as a lifestyle brand with an ethos centred on simplicity, prioritising quality, sustainability , and comfort, while maintaining a sense of playfulness. Born in Amsterdam, the brand reflects the city’s minimalist aesthetic and practical approach to daily life. Its collections emphasise clean lines, neutral colours, and functional design, to support modern living. Pieces are designed to be adaptable and easy to layer to transition between biking, working, socialising, and other aspects of everyday life. The lifestyle extends beyond clothing, homeware, and accessories. It encourages a holistic and balanced approach to well-being, embracing daily movement and healthy eating. Inspired by mindful living, 10DAYS aims to empower individuals to feel good in what they wear and how they live.

Collections

10DAYS365

10DAYS365 is a permanent line offered by 10DAYS, representing the core of the brand’s design philosophy. The collection features elevated everyday essentials that are available year-round. Designed as the building blocks of a functional wardrobe, including neutral colours that can be worn together or mixed with items from other collections.

Homeware

In addition to clothing and accessories, 10DAYS offers a selection of homewares and well-being products designed to reflect the core values of thoughtful simplicity, timeless beauty, and high-quality craftsmanship. The range includes items such as cushions, lamps, vases, books, room sprays, and care products, all selected or designed to integrate seamlessly.

The Well-being line emphasises comfort and indulgence featuring products like GOTS-certified organic cotton towels and bathrobes, for softness, durability and sustainable sourcing.

Fragrances

10DAYS introduced its line of unisex fragrances, UNEXPECTEDLY and SIMPLE, as an extension of the brand’s lifestyle philosophy. Developed in Grasse, France—renowned for its long-standing tradition of perfumery—each scent reflects the personalities of the brand’s two founders.

UNEXPECTEDLY captures the energetic spirit of Creative Director Barbara Hilbrink. Opening with citrus top notes of bergamot, tangerine, petitgrain, and bitter orange, complemented by grapefruit flower, ylang-ylang, and orange blossom. Grounded in a base of warm sand accord and Caledonian sandalwood.

SIMPLE, inspired by Brand Director Myon Veenendaal, embodies effortless style. Opening with a mix of grapefruit, bergamot, and sparkling blackcurrant, with a blend of powdery Iran rose, yerba mate, and violet flower. Grounded in deep Virginian cedarwood and earthy patchouli.

Designed to be worn individually or layered, both fragrances are available in a variety of formats, including eau de parfum, candles, soap bars, and travel-size sets.

Sunglasses

10DAYS offers a sunglasses line centred on a single model inspired by the classic 1940s Wayfarer silhouette, reimagined in three variations: The Essential, The Iconic, and The Statement. Crafted in collaboration with a premium sustainable eyewear manufacturer, the sunglasses are made from bio-based and recycled materials, including Acetate Renew, a low-carbon material produced through molecular recycling. The frames are fully recyclable and 100% UVA/UVB-protected lenses. Production takes place in a certified factory in Southeastern China that prioritises environmental responsibility, utilising solar energy and wastewater treatment. Accessories, including fleece pouches, cleaning cloths, and cases, are made from recycled or sustainable sourced materials. Quality control is conducted by third-party firm QIMA to ensure performance and durability across multiple standards.

TEN-D

TEN-D is a sub-label within the 10DAYS lifestyle collection, focused on unisex and menswear. Introduced as part of the brand’s ongoing expansion, it offers a selection of timeless, wearable activewear designed for comfort and versatility. While originally developed with a focus on menswear, many of the items are designed to be worn by all genders.

Sustainability

10DAYS FOR GOOD

10DAYS For Good is a program of 10DAYS, created as a platform for conscious thinking, social responsibility, and sustainable actions. The initiative supports responsible fashion consumption through circular practices such as Pre-Loved and Up-Cycled. Key accomplishments and commitments include

• European Production: 95% of the collection is produced in Europe.
• Certified Standards: 10DAYS holds four key certifications: B Corp, GOTS (Global Organic Textile Standard), GRS (Global Recycled Standard), and RAF (Responsible Animal Fibers).
• Sustainable Materials: In 2024, 23% of all materials used were sustainable. And the use of GOTS-certified organic cotton reached 20.5%.
• Circularity: The brand incorporates recycled materials, leftover materials, and up cycled old stock, to minimise resource use and waste.
• Transparency: All suppliers are required to sign a Code of Conduct, and supplier names are published online. Each item on the 10DAYS website includes information on its production location, material origins, and certification status.
• Ethical Oversight: As a member of amfori BSCI, 10DAYS uses audits to get insight into factory compliance and helping working conditions in risk countries.
• Carbon Footprint: Between 2022 and 2023, 10DAYS reduced its Scope 1 and 2 CO2 emissions by nearly 30% by lowering energy consumption at its headquarters and switching to green electricity in its stores.

B CORP

Since 2025, 10DAYS has been a B Corp corporation. The certification, granted by the International non-profit organisation B Lab, is awarded to companies that meet high standards of social and environmental performance, transparency and accountability. The evaluation process assess impact across five key areas: governance, workers, community, environment, and customers.

This certification aligns with the core values of 10DAYS including a commitment to quality beyond products, an emphasis on timelessness, design and durability, and a focus on building a purpose-driven brand.

Upcycled

As part of its sustainability efforts, 10DAYS runs an Upcycled program aimed at reducing waste. The brand collaborates with local creative ateliers to produce limited-edition garments made from existing stock and unused fabrics from previous collections. This initiative gives new purpose to otherwise unused materials.

Pre-Loved

The Pre-Loved program is a 10DAYS’ circular fashion initiative designed to extend the life cycle of its garments through resale and reuse. It is available both online and in select retail locations.

• Online: The program operates as a resale platform where customers can submit their pre-owned 10DAYS items. After uploading product details, users receive a price offer. Accepted items can be shipped free of charge, and participants rewarded with a clothing voucher.
• In-Store: Customers can bring their pre-loved 10DAYS pieces to one of the brand’s concept stores in Amsterdam, Maastricht, or Westfield Mall of the Netherlands during regular opening hours. In exchange, they receive a clothing voucher.

KNHB

Since late 2024, 10DAYS has been the official off-court sponsor of the Netherlands' national field hockey teams. As part of a four-year partnership with the Royal Dutch Hockey Association (Koninklijke Nederlandse Hockey Bond, KNHB), 10DAYS provides apparel for both the women's and men's teams to wear during travel and official off-field events.

Stores

10DAYS operates a number of concept stores across the Netherlands, offering a curated selection of its collections, including 10DAYS365, its fragrance line and homeware items. The stores are known for their distinctive interior design and aim to reflect the lifestyle and minimalist aesthetic that characterises the 10DAYS brand.

As of 2025, 10DAYS has concept stores located in Amsterdam , Maastricht , and Leidschendam (Westfield Mall of the Netherlands) , as well as an outlet store in Lelystad. The Amsterdam, Maastricht, and Westfield Mall of the Netherlands locations also include a Pre-Loved section, where customers can return 10DAYS items in exchange for a clothing voucher.

Store locations:

• 10DAYS Concept Store Amsterdam, Cornelis Schuytstraat 18, 1071 JJ Amsterdam
• 10DAYS Concept Store Mall of the Netherlands, Kornoelje 25, 2262 AC Leidschendam
• 10DAYS Concept Store Maastricht, Maastrichter Brugstraat 16, 6211 ET Maastricht
• 10DAYS Outlet Batavia Stad, Bataviaplein 250, 8242 PS Lelystad

References

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