The 10DAYS tone
client: 10DAYS
role in the project: copywriter
Founded in 2007 in Amsterdam, 10DAYS is a lifestyle brand built on individuality, freedom, and authenticity. Their designs are all about timelessness, seasonless pieces, and the perfect blend of comfort and effortless style.
10DAYS asked me to translate their English brand copy into Dutch — not word for word, but in a way that truly connects with their local audience. Beyond bold headlines and hard-selling slogans, the focus was on tone and storytelling.
For their Dutch newsletters, push notifications, and platform copy, I helped shift the conversation from trend-chasing to conscious investing — inspiring readers to see each piece as part of a lasting, versatile wardrobe.
background:
10DAYS is an Amsterdam-based lifestyle brand that creates timeless, seasonless fashion designed for comfort and freedom. Rooted in the belief ‘be unexpected or simple — never regular,’ the brand focuses on conscious production, high-quality essentials, and effortless style. With sustainability at its core, 10DAYS champions mindful living and lasting wardrobe choices.