In the world of fashion, pinpointing the exact moment at which a garment attains icon status is often an impossible task—as with many matters of taste, style can be subjective. In the case of Max Mara’s Teddy Bear Coat, however, such a highly coveted rank was achieved almost overnight: When the Italian fashion house first debuted the style in 2013, it was an instant hit among the fashion cognoscenti. Soon after, the garment transcended trend status to become a cult-favorite. In the years since, the Teddy’s devoted following has only continued to grow, further cementing its timeless appeal and standing as a closet mainstay.

Now, as Max Mara rings in 10 years of the iconic design, it’s clear that this coat—or one of its many iterations—is an essential in any well-dressed wardrobe. To mark its 10th anniversary, this year, in addition to classic neutral tones, the Teddy’s roster includes a range of fresh new hues (sage green, lilac, raspberry, and pink), plus the launch of a capsule collection of special-edition coats and accessories, only available for a limited time.

In further celebration of this milestone anniversary, Max Mara is bringing the world of the Teddy Coat to life with a new pop-up boutique, aptly named Teddy Ten. Located in the SoHo neighborhood of lower Manhattan at 125 Prince Street and open through April 2024, the space is inspired by—what else—the coat itself: an aesthetic neutral color palette takes center stage, accented by camel hair-embellished furniture and decor. It features the full lineup of Teddy Bear Coats, alongside Teddy biker jackets, capes, and accessories, plus other classic Max Mara designs.

To commemorate the iconic Teddy Ten and our own everlasting love of the cozy-cool coat, we’ve rounded up some of our favorite Teddy pieces. Below, the items we can’t wait to get our hands on—for this season and decades to come.