Your look
is your discovery.
Boxer shorts, honest and cool.
Don’t exist yet. Let’s make them together.
– are already in.
Three steps.
Zero risk.
Say hello.
By email or WhatsApp. Free, no strings attached.
At 250, we found the company.
We give you the green light. At 1,000, we start sewing.
You decide.
Buy, help design – or just cheer us on.
Because we don’t sew anything nobody wants.
No mountains of stock, no leftovers – saving resources starts with not producing.
Try it
on.
Fabric, pattern, seams, waistband – mix until it’s yours. Anything goes. Nothing has to.
Good design
Designed with you.
Material
Organic cotton, soft and durable.
Production
Honest and fair, in Europe.
Sizes
You help decide.
Blended family, five kids between 12 and 19. We couldn’t find boxer shorts that fit – so we’re making them. In a way that 10Zeit ends up belonging to the people who make it possible.
The boxer shorts aren’t the idea. They’re the beginning.
It all started with a boxer shorts problem.
We were looking for boxer shorts for our youngest: fair, durable and with designs you actually want to wear. We found almost nothing.
At the same time, a bigger question had been on our minds for a long time: why does what many people make possible together usually end up belonging to just a few? We know companies from the inside – from start-ups to corporations. And we believe it can work differently.
So we brought the two together. A real product, small enough to simply get started. And a company that works differently.
That’s why we don’t sew anything on spec. Only once enough people are in do we found the company. Only then do we start sewing.
Systems thinker. Designer.
And pretty bad at just accepting things as they are.
I’m Jo(Ana). And all my life I’ve wanted to be a bit like Pippi Longstocking: shaping the world the way I like it. That’s still my guiding principle today. When I hear “because that’s just how it’s done”, I pretty reliably feel like doing it differently. My greatest strength – getting excited about a hell of a lot of things – is also my greatest weakness.
I love design and technology. Products and organisations. People, systems and ideas. I like working in different companies, on different projects – and most of all on problems where, at the start, nobody really knows what the solution looks like.
And for quite a long time I believed that was a problem. That at some point I’d have to choose. The one right thing. The one job. The one topic. The one path. For a pretty big part of my life I tried to force myself to do that.
By now I’m starting to understand: maybe I don’t have to at all. Maybe this very versatility is what I have to offer. Connecting things that don’t seem to belong together at first glance. Spotting patterns. Questioning systems. Designing something. Taking it apart again. Putting it back together in a new way.
In cybersecurity that comes in handy. But honestly: my heart isn’t in it. I’d rather bring together things that don’t seem to fit:
Company structures and individuality.
Blended family and creativity.
Pippi Longstocking and business.
I love the path of most resistance. Not because I want to make things unnecessarily hard, but because that’s often where the more interesting questions are:
Why do we actually do it this way? Who says it has to stay like this? And what could we learn from it instead?
I’ve founded companies a few times before, two of them in textiles and design. After that my path led into a completely different world – today I work in cybersecurity. And now, somehow, I’m back here.
But this time it’s about much more than the product for me. I’ve long been thinking about how we can build systems where people can truly shape things together. Where different abilities are allowed to be worth the same. And where what many make possible together doesn’t end up belonging to a few.
We want a different future for our kids.
One where they don’t have to fit in as well as possible. But one where what matters is what they can do. What interests them. What they contribute. What they make possible together with others. A world where being different isn’t a problem, but is needed.
And honestly, that’s exactly what we want for ourselves, too.
That’s why, for me, 10Zeit is much more than an underwear company. It’s the decision not just to think about something I want for our own lives and for our kids, but to actually do it. We don’t have an answer to everything yet. But maybe we don’t need to know the finished world to start building it.
So here we go.
Björn, your turn. →
Björn is still writing. But we didn’t want to keep you waiting.
We don’t want 10Zeit for ourselves.
We got the idea going. Right now we’re looking after it, getting it rolling and taking care of what needs doing. But if this really becomes 10Zeit, it shouldn’t simply become our company.
10Zeit should belong to those who make 10Zeit possible.
To the people who bring in ideas. Who design, develop, produce and organise. To the people who buy our products. To the people who help decide what gets made next. And to everyone who will one day contribute something we haven’t even thought of yet.
That’s why one day this shouldn’t just say:
Joana + Björn
us.
Because maybe that’s the whole idea: we don’t have to take the world as it is. Let’s shape it together the way we want it to be.
We’re getting started.
With boxer shorts.
Are you
in?You could be no. 10.
The boxers only get sewn once enough of us want them. That’s exactly why we need you.
in.
Let’s
chat.
hey@10zeit.art
