You ever buy something you really wanted—like a dream pair of sneakers, a jacket you saved up for, or even a brand-new phone—only to feel... kinda meh about it a few weeks later?
At first, it’s everything. You’re obsessed. You take care of it like it’s priceless. You feel good wearing it. But then, slowly, the excitement fades. The thing that once felt special just becomes... normal.
That’s called Hedonic Adaptation—the way we quickly get used to things that once made us happy, making us chase the next thing over and over again.
Why We Always Want More
Hedonic Adaptation is why:
- That new car only feels exciting for a while before it’s just your “regular” car.
- That raise at work makes you happy for a minute, but soon you’re wanting more.
- That new wardrobe refresh doesn’t feel fresh for long.
Our brains are wired to crave newness, but the problem is... it’s a trap.
We think we need more to be happy, when really, we just need to appreciate what we already have.
Fashion & The Illusion of “New”
This is why fast fashion thrives. Brands push out trend after trend, making you feel like what you own is already outdated so you keep buying. But the truth? That new dress or jacket won’t make you happier in the long run. It’ll just become another thing in your closet.
That’s why, at TENKU, I don’t want to sell you endless newness. I want to create pieces that you’ll love just as much years from now as you do today. Pieces that don’t feel disposable. Pieces that don’t just fade into the background.
Because real style isn’t about chasing trends. It’s about finding what actually lasts.
How to Beat the Hedonic Treadmill
Hedonic Adaptation happens in all parts of life, not just fashion. So how do you avoid falling into the trap?
- Gratitude > Consumption. The next time you feel like you need something new, take a moment to actually appreciate what you already have.
- Buy things that hold meaning. The more intention behind a purchase, the more it lasts—mentally and physically.
- Quality over quantity. It’s better to have a few things you love than a hundred things you like.
At the end of the day, I don’t want TENKU to be another brand that just sells you things. I want it to be a brand that makes you feel something—because when something holds value beyond just being new, it’s the kind of thing you keep.
And that? That’s the real flex.
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