Let’s talk about something weird that happens when we make things ourselves.
You ever build a piece of IKEA furniture and, despite the fact that it took you three hours, a near mental breakdown, and a missing screw, you suddenly love it more than any other piece of furniture in your house?
That’s called the IKEA Effect—a psychology principle that explains why we tend to overvalue things we put effort into.
Why We Love What We Create
The IKEA Effect is why:
- That homemade meal always tastes better than takeout.
- That messy painting you made in an art class feels priceless.
- That DIY project you spent way too long on suddenly looks like a masterpiece.
It’s not because those things are objectively better—it’s because we put a piece of ourselves into them.
And that got me thinking: Why don’t we feel this way about our clothes anymore?
Fast Fashion Killed the Connection
Somewhere along the way, clothing became disposable. We buy things, wear them a few times, and forget about them. Fast fashion made it easy to own more, but harder to actually care about what we own.
We don’t see the craftsmanship.
We don’t know the hands that made it.
We don’t feel the story behind it.
And when something holds no meaning, it’s easy to treat it like it’s replaceable.
Bringing the IKEA Effect to Fashion
At TENKU, I want to change that. I want the pieces you wear to actually mean something. Not just because they look good—but because they were made with intention, and because you feel a connection to them.
That’s why we:
- Work with artisans who care about their craft.
- Design pieces that last, not just trends that fade.
- Make sure everything we put out is something we’d wear ourselves.
I want you to feel like you’re choosing something, not just buying another forgettable piece of clothing. Because when you actually care about what you own, you wear it differently.
It’s like that old leather jacket you’ve had for years, or those sneakers you refuse to throw out. They’re not just clothes—they’re part of your story.
That’s what I want TENKU to be. Not just another brand. Not just another product. But something that actually matters to you.
Because when something holds meaning, you don’t just wear it. You keep it.
