Memory is a strange thing—it doesn’t work the way it should. We don’t remember facts; we remember feelings. A scent left on a hoodie, a cigarette shared in silence, a hand that almost—but never—touches yours. Love is half-hearted, attention is divided, desires come with hesitation. Conversations skim the surface, and no one stops to ask how it actually feels to exist right now.
In today’s world, we’ve all forgotten to love—and to be loved. Real love, the kind that doesn’t fit into neatly labeled boxes, the kind that doesn’t wait for the perfect moment or the ideal person. It’s messy, imperfect, and feels like everything else—caught in a haze.
At 10:AM Factory, we don’t care about labels. We care about the feelings that define us, the small gestures that make life beautiful. In a world that pushes us to categorize and compartmentalize, we choose to focus on connection—the kind that doesn’t come with expectations or labels. It’s in the quiet moments, the unspoken bonds, the energy we bring into a room. We don’t ask for your story; we ask for a feeling. How do you make others feel when they meet you for the first time?
This month, we want to remember what it’s like to be kind to each other again, to embrace those fleeting moments that make life feel real. Whether it’s the tension of “I desire violently and wait,” the craving for connection in “I also love attention,” or the contradictions we face in a world of filters, we’re embracing all of it. The Haze in our 22nd collection reminds us that nothing is clear, emotions often slip away before we can name them, but it’s in those moments that we find the magic.
In big cities, where eye contact is rare and conversations feel mechanical, let’s remind ourselves of the power of the smallest gestures. A glance that speaks louder than words. A touch that almost happens. A moment of hesitation before goodbye. Let’s reconnect with the power of being nice, being present, and truly feeling again.
If you knew your life in full detail, would you change anything? Or is the magic in the haze, in the unknown, in those fleeting moments that define us before we can even put them into words?
This month, let’s remember to love—and to be loved—through the small gestures that remind us what it really means to exist together.