10DAYS and hockey player Yibbi Jansen on building brands that fuse sport and style

With the Hockey World Cup approaching, Dutch brand 10DAYS is strengthening its connection to women’s sports. She supports Dutch international Yibbi Jansen, who is launching her own brand “Yibbi” in August. Both represent developments that are becoming increasingly important in the fashion industry: the fusion of functional and everyday fashion as well as the growing appeal of female athletes as brand personalities. FashionUnited spoke to 10DAYS CEO Monique Wijnands and Jansen about brand building, female leadership and how to maintain authenticity even as you grow.

For Wijnands, the connection to hockey is obvious. Discipline, teamwork and perseverance are values ​​that she finds in both the sport and the brand. She adds that hockey treats women and men equally on the field, rather than treating women as an afterthought. “Female athletes are increasingly becoming role models, not only in their sport but also beyond,” she says. In their eyes, supporting Jansen is an extension of the identity of 10DAYS and not a one-off event.

More than 25 years of experience building fashion and design brands have shaped the way Wijnands analyzes the market. In her opinion, the blurring line between functional clothing and everyday clothing reflects how women live today. “People are looking for clothes that move with them.” Comfort, quality and functionality are just as important as the appearance of a garment. For 10DAYS, it’s less about sportswear or fashion and more about well-being: clothing that supports rather than restricts.

‘Yibbi’: New generation of sports founders

Jansen represents a trend closely followed by the B2B industry: elite athletes turning their personal brand into a commercial venture. The idea began to take shape during her studies, around the time she completed her master’s degree in finance in January. She had always been interested in building something of her own, and the connection to her sport made this step logical. ‘Yibbi’ is aimed at a new generation of players and is based on confidence, ambition and quality as well as style and elegance. The aesthetic is deliberately minimalist and high quality. The first collection includes hockey essentials from sticks and socks to an iconic headband, bags and other accessories. Functionality comes first, but looks are just as important.

She sees this move as an extension of her identity, not a side project. “I want to build a brand that resonates with a new generation of female hockey players.” In her opinion, the balance between performance and control that characterizes her game carries over to entrepreneurship: discipline, responsibility and calm under pressure. Functionality and fashion are not in contradiction to each other. “Sport and style go very well together,” explains Jansen, noting that how an athlete feels in her clothes also influences her performance. There is a message in this for ambitious young women: choosing your own path and risking making mistakes is never a failure if the decisions are truly your own.

Credibility as the ultimate test

Not every opportunity fits, no matter how tempting it looks, and Wijnands speaks openly about it. The test, in their opinion, is whether something is an extension of the brand’s vision of lifestyle and well-being. “People sense very clearly when something is sincere. If the story is true, it remains credible, no matter how big the stage.”

In her eyes, running a fashion company and building a winning team are not much different. Both are about people, trust and a common goal. It’s about creating an environment in which talent can grow. Her advice to Jansen as a founder follows this: Stay true to yourself. In the initial phase, opinions and offers pour in. A clear identity prevents a brand from trying to appeal to everyone and ultimately reaching no one.

For both women, the coming months, the World Cup and the subsequent launch in August will be a year of mutual support. 10DAYS hopes for greater visibility, a well-received one World Cup collection and more visitors to the pop-up store. Jansen is aiming for a strong tournament and a solid launch to build on for years to come. What she finds most valuable is the opportunity to learn from a brand that has already proven itself: “I hope to learn from 10DAYS how to build a strong brand that remains relevant over the years without losing its own identity.”