About Us

ABOUT 10:AM Factory

10:AM Factory is a New York-based creative practice built around ideas, observations, and statements.

We believe what we create is more than an object. It is a form of communication, a way to express a thought, question an assumption, or recognize something in someone else.

Every piece begins with a point of view. Sometimes direct, sometimes uncomfortable, sometimes humorous. Through words and images, we explore what we notice about ourselves, other people, and the world around us.

We are interested in what makes people think, feel, and connect. Not in telling people what to believe, but in offering something to consider, recognize, or carry into another conversation.

Clothing is our current canvas, a way for ideas to move through everyday life. We work with quality materials because the physical object matters as much as the thought behind it. Our statements reflect contemporary life, its conversations, contradictions, and experiences. What speaks to someone today may also tell a story about its time decades from now.

The material gives a piece the chance to last. The idea gives it a reason to be kept.
Awareness is the product.

THE NAME

The name 10:AM Factory comes from founder Secil Alkis's years working as a gallery director, where 10:AM marked the beginning of the working day.

Over time, 10:AM came to represent a mindset rather than a specific hour. A way of approaching the day with curiosity, awareness, and the intention to create.

Factory references Andy Warhol's Factory, a place where different disciplines, ideas, and creative people came together.

Together, the name reflects a creative practice without fixed boundaries, where the medium can change, but the intention remains.

THE FOUNDER

10:AM Factory was founded in Istanbul in 2020 by Secil Alkis, an artist and creative director now based in New York, whose practice spans contemporary art, curating, publishing, and creative direction.

Since 2005, Secil has built her practice around a consistent act: observing the world, questioning what she sees, and translating ideas into forms that people can experience.

Educated in fine arts, she developed an approach in which the idea comes before the medium. This way of thinking has guided her work from contemporary art and galleries to publishing, creative direction, and the creation of 10:AM Factory.

For Secil, each discipline offers a different way to communicate a point of view. The methods may change, but the underlying purpose remains the same.

10:AM Factory is a continuation of that practice. Clothing is its current canvas, not its final destination.