Luxury menswear brand is a perfect fit for Scottish designer Alan Moore
The brand was founded in 2011 by homegrown talent Alan Moore a few years after his studies. In 2008 the Scottish designer graduated with a BA (Hons) degree in textiles from Glasgow School of Art.
Since his further education, Moore has been given a Queen Elizabeth Scholarship Trust Award to study embroidery at the Royal School of Needlework. He continues to attend the school twice a year.
Moore also received an award for the Best New Scottish Designer at the Scottish Variety Awards in 2012
Originally a womenswear brand, Ten30 began with a focus on digitally printed and embroidered garments inspired by sci-fi or fantasy.
Looking to stand out from the crowd, Moore showcased his womenswear collections through experimental fashion shows in Glasgow. These included a ballet, a trapeze show and a short film, all of which contributed to establishing the brand’s daring reputation. Unfortunately, despite establishing successful manufacturing, solid relationships with suppliers and strong collections, the business was not making enough money to sustain itself. Moore also found the process very tiring and after the showcase of a new collection, realised he was no longer enjoying the business and wanted a change.
He had been approached by Harris Tweed Hebrides to design and manufacture three unique jackets. The garments were to be created locally in Glasgow. He was given free reign on design and, alongside his manufacturer, produced three bold yet classic jackets; a peacoat, a blazer and a double-breasted dinner jacket.
The project failed to go any further, but Moore used the pieces a few months later in a Scottish-themed magazine photoshoot. Then the phone calls and e-mails started coming with requests to purchase the jackets. And so Ten30 started changing direction.
The quick online success of the menswear collection overwhelmed the Scottish designer, who began struggling operationally. He decided to to stop selling online and change the business structure.
Working with the finest mills in Scotland, Harris Tweed Hebrides and Johnston’s of Elgin, the brand now offers made-to-measure bespoke suits by appointment only at Moore’s new, luxurious space in Ayr.
Since its rebranding, Ten30 has been awarded Best Menswear brand by Scotland Re:Designed. It has received nominations including Most Stylish Retailer at the Scottish Style Awards 2015 and Best Scottish Textile Brand at the Scottish Fashion Awards 2014. The business has also been involved in various collaborations.
Moore says: “We are the uniform partners for the Caledonian Sleeper train service, redesigning and supplying their new uniform. We also collaborated with Johnnie Walker, creating bespoke uniforms for their Red Label ambassadors during the commonwealth games in Glasgow. We have a couple of big projects in the pipeline launching 2017 with some really exciting companies.”