Ten Thousand – D2C Ranking & Growth Metrics
Men's gym and training apparel developed with athlete wear-testers
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Ten Thousand is new to the index this month, entering at #161 of 522 overall and #64 of 142 in Apparel. On our estimate its revenue is shrinking year on year (high confidence). Branded search is declining over the past year. Its closest Apparel competitor is TAFT (#146).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence; close to flat. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Ten Thousand is today: #161 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Ten Thousand's revenue growing?
We estimate Ten Thousand's revenue is shrinking year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Ten Thousand growing?
Ten Thousand's Momentum score is 43.0, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Ten Thousand
Ten Thousand makes men's training apparel: shorts, shirts, joggers, tights, hoodies and baselayers organised around activities like running, lifting and hybrid training. Lines such as Interval, Distance and Foundation cover different workout intensities, alongside basics like the Core Tee and CØ Nylon Jogger. The brand develops each piece with a wear-testing team of athletes and outdoor enthusiasts, feeding real training use back into fit and fabric choices before release. It has also run a capsule collection with designer Aaron Levine.
Ten Thousand competitors
The apparel brands closest to Ten Thousand: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Handcrafted Italian-made men's boots, loafers and dress shoes with bold materials
Men's shirts, chinos and workwear-inspired clothing built to wear in, not out.
Men's underwear, undershirts and basics built on proprietary comfort fabrics.
Scottish menswear brand making outerwear, knitwear and shirts in Edinburgh.
National park-inspired apparel and gear that funds land conservation
Ten Thousand vs TAFT
TAFT is the bigger brand (Scale 55.8 against 54.2), while Ten Thousand is growing faster (Momentum 43 against 41). See TAFT's page.
| October 2026 | Ten Thousand | TAFT |
|---|---|---|
| Overall rank | #161 | #146 |
| Apparel rank | #64 | #58 |
| Scale (size) | 54.2 | 55.8 |
| Momentum (growth) | 43.0 | 41.1 |
| Branded search | 59 | 67 |
| Site traffic | 44 | 33 |
| Social audience | 60 | 69 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Ten Thousand branded search volume
How often people search for Ten Thousand by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining. Demand is fairly steady through the year.
Ten Thousand's audience, products and channels
Social audience
- Instagram tenthousand.cc 238k
- YouTube 14k
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store87
- New in the last 90 days5
- Typical price98
- Price range3 – 298
From Ten Thousand's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia, Canada and the UK.
Ten Thousand: common questions
What does Ten Thousand sell?
Men's gym and training apparel developed with athlete wear-testers.
Where is Ten Thousand from?
Ten Thousand is based in United States.
Where can you buy Ten Thousand?
Ten Thousand sells through its own online store and selected retailers. Its online store is at tenthousand.cc.
Is Ten Thousand's revenue growing?
Our estimate is shrinking year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Ten Thousand's competitors?
Ten Thousand's closest competitors in the Apparel category are TAFT, Taylor Stitch, Mack Weldon and Kestin.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Ten Thousand move, or the data as an export? See data & alerts.