Conscious Creation, Timeless Style: The Story of Ten Twelve

wo women who believe in doing things differently. With Ten Twelve, Olga Lecina and Nagore Toribio set out to prove that fashion can be more conscious, more honest and deeply human without compromising style. Blending creativity with experience, they have built a label that embraces timeless beauty. More than clothing, Ten Twelve is a way of life: an invitation to slow down, choose with intention and reconnect with what truly matters.

The story of Ten Twelve begins in Barcelona, in the studios of Mango, where Olga and Nagore met as creative directors. During a work trip to India, they found the inspiration to start something of their own. “We felt the need to create something that reflected our essence,” they recall, “and to help a family of artisans preserve and honour their legacy.” That moment marked the beginning of Ten Twelve, a brand defined by soulful design and genuine purpose.

“Less, but better. Always,” Olga and Nagore say with conviction. Ten Twelve’s philosophy is built around the idea of bringing back the value of the art of dressing, crafting timeless garments that last, tell stories of craftsmanship and celebrate the beauty of femininity. Every design is a study in balance: high-quality materials, subtle details, movement and a unique colour palette.

Ten Twelve Collection

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he brand’s collections including Siesta, Sauvage and Blossom each capture a different facet of womanhood. They are tributes to authenticity and emotion. “The light of the Mediterranean and the beauty that surrounds us are at the heart of our inspiration,” Olga and Nagore point out. “And, of course, the women we admire for their courage, for the way they embrace life.” These influences lead them to create designs with personality and a distinctive sense of attitude. Flowing silhouettes, earthy tones, sun-kissed fabrics, the spirit of Ten Twelve feels intimately connected to nature and the slow rhythm of island life.

The creative process always begins with colour. From a carefully curated palette, Olga and Nagore select textures and materials that will define the mood of each collection. “We play with shapes and weight, with how the fabric moves with the body, to ultimately define the silhouettes,” they explain.

Craftsmanship is central to this process. Around 80% of Ten Twelve’s garments are produced in artisanal workshops in Spain and Portugal, for example their ponchos are made by nuns in a local cloister, with whom they share a deep dedication to ethical production. At the same time, Olga and Nagore maintain close ties with artisans in India, a country whose textile traditions and hand-embroidered details enrich the collections with their delicate beauty. “We look for balance,” the two women affirm, “between proximity and preservation of this art, honouring both local roots and the cultural richness of the artisanal traditions in India.”

For Ten Twelve, sustainability is not a trend but rather a responsibility. The brand’s approach goes beyond careful material selection: it is about making the most of every resource, reducing unnecessary consumption, minimising water waste and avoiding excess stock. In an industry known for its environmental impact, Olga and Nagore seek creative ways to have fun with fashion and dress beautifully while leaving the smallest possible footprint on the planet, ensuring that every step of the process respects both people and nature.

“We love hearing from the women who wear Ten Twelve. They tell us how the clothes make them feel, and that guides us in each new collection.”

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erhaps the most meaningful expression of their values comes through initiatives like Back To Me and Dyed by Yourself that extend the life of garments and encourage more conscious consumption. With Back To Me, they give damaged pieces from the production process a second chance, reducing waste and creating what the women describe as “magical moments where mothers and daughters share the Ten Twelve style.”

That same spirit inspired Dyed by Yourself, their natural dye campaign, which invites customers to explore the power of plant-based colours. Following its success, Olga and Nagore produced a limited capsule dyed entirely with natural pigments in Spain in 2022, and by 2023 it was also made available for wholesale, continuing their commitment to sustainability and creativity. “To us,” they say, “being sustainable means inspiring change: guiding our customers toward more conscious consumption, where every garment has meaning and a story that endures.”

As Ten Twelve has grown, so too has its community, a circle of women connected not just by style, but by a shared way of seeing the world. “We love hearing from the women who wear Ten Twelve,” the duo says. “They tell us how the clothes make them feel, and that guides us in each new collection.” The brand’s evolution has been organic, mirroring the lives of its founders and the women around them. Its designs have become more refined, more cosmopolitan, dressing what the founders call “the urban woman with a wild soul.”

When asked about the future of fashion, Olga and Nagore share with confidence that they see “a more conscious industry, one filled with new sustainable materials and brands that value craftsmanship and aesthetic.” And what does Ten Twelve mean to them personally? “It’s our way of expressing ourselves to the world and understanding the beauty that surrounds us.”.

Ten Twelve is a declaration that fashion can be both conscious and beautiful. That style can coexist with ethics. And that, amid constant excess, there is still space for slow creation, timeless elegance and for the quiet luxury of things made with love.

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