Ten clothes you wear often.

A collection of ten clothing categories - 01 / T-shirt to 10 / Coats.

After a decade in fashion running a namesake brand, producing collections, watching pieces move through the cycle and disappear, Ashley Marc Hovelle arrived at a simple question.

What do we wear often?

Not what the season suggests. Not what just arrived. What you reach for, consistently, every week of the year. The coat. The shirt. The jeans. The sweatshirt. The pieces that do the work, worn often, and never feel wrong.

oftt is the answer to that question - a collection of ten clothes you wear often. The name is the idea: Often. Oft is its source, the older English form, archaic now, Germanic in origin. And read another way — of ten. Two t's for ten categories. One word that says everything.

01–10

The collection runs from 01 to 10. T-shirts to coats. Every category a wardrobe uses, nothing it doesn’t. The numbers are not arbitrary, they are the edit. Ten categories, held consistently. The pieces within them are the best answer to each one, at this moment.

Every piece is designed without a gender attached to the cut.

Made in Portugal. In small batches.

We produce in small batches, in Portugal and Romania, with factories we visit. When a piece sells through, we reproduce it. Not immediately, production takes time, and we are a small brand running at our own pace. Some sizes and colours will be out of stock while the next batch may be made.

That is not a problem to be solved. It is how things work when you make clothes properly, in small numbers, without a warehouse full of surplus. Small batches mean some sizes and colours sell through before the next run arrives. Some pieces don’t return, when a style leaves the collection, it leaves. If something is right, don’t wait.

There are no sales. The price is the price because the cost is the cost. When we would have to reduce quality to reduce price, we would rather not make the piece at all.

Why OFTT exists

Ashley Marc Hovelle ran a namesake fashion brand before launching this one on the ten year anniversary. Designed collections, produced them, watched them cycle through the calendar and be replaced by the next. It is a system that functions, but it produces a particular kind of exhaustion and a particular kind of waste.

OFTT is not a reaction to that experience. It is a conclusion drawn from it. The fashion cycle exists because brands need it to. Most wardrobes don't.

What we are building

We are building a wardrobe, slowly. A small number of categories, each with the right piece in it, refined over time, not replaced by season.

Ten pieces. Worn often.