I’ve been thinking a lot about choice lately. More specifically, how much choice is too much?
As a fashion brand owner, I constantly battle between giving you options and not overwhelming you. I want TENKU to offer a range of pieces that feel like you, but I also don’t want to flood you with endless versions of the same thing until decision fatigue sets in.
And that’s where the Paradox of Choice comes in.
More Options, More Stress?
The Paradox of Choice is a concept in psychology that basically says:
The more choices you have, the harder it is to make a decision—and the less satisfied you are with whatever you choose.
Sounds backwards, right? You’d think that more options = more freedom = more happiness. But in reality, it leads to:
- Decision paralysis – Ever scroll through an online store for hours, adding things to your cart, only to leave without buying anything? Yep, that’s this.
- Regret – The classic “What if I picked the wrong one?” feeling.
- Dissatisfaction – Even if you choose something great, you still wonder if the other option was better.
And let’s be real, we’ve all been there. Ever stared at a 10-page restaurant menu and suddenly lost your appetite? Yeah, me too.
How This Affects TENKU (and You)
When I first started designing pieces for TENKU, I wanted to offer everything. All the styles, all the colors, all the variations. But the more I researched, the more I realized that having too much actually makes it harder for you to find pieces you love.
So instead, I’ve been focusing on curation over clutter—designing fewer, better pieces instead of throwing a million options at you.
- Instead of 15 shades of one design, we’ll offer the three best ones.
- Instead of a hundred styles that all look slightly different, we’ll refine them into a small collection where every piece is intentional.
Because I don’t want you to scroll endlessly and feel stressed. I want you to find something you love, trust that it was designed with care, and wear it with confidence.
More Isn’t Always Better
This applies to so many parts of life.
- Your closet – Ever feel like you have “nothing to wear” even though your wardrobe is packed? Too many choices = decision fatigue.
- Your goals – Spreading yourself thin across 10 different projects makes it impossible to make real progress on any of them.
- Even dating – In the age of swiping, where there’s always another option, people struggle to commit because what if there’s someone better?
But the truth is, less is more. The best things in life aren’t the ones you have infinite options for—they’re the ones that feel right.
So, as TENKU continues to grow, I want to keep things simple, intentional, and meaningful. No excess. No overwhelm. Just pieces that matter.
Because fashion shouldn’t stress you out. It should inspire you.
