Chapter 10 opens with the narrator lamenting that the deadline for reaching the goal has passed. He realizes that the price of the clothes has gone up, and that his goal is not going to be met. He decides to try and spread the word about the new clothes, which are made by a woman named Suama Momota, who sews them all herself. Suama's clothes make Suama proud, and Suama says that it would make her happy if more people got to wear the same clothes as her. The narrator wonders how Suama managed to rustle up a new follower for her, and how she managed to create such a beautiful image for her. He also wonders if Suama wants to delete the image before it reaches the public, and she says that she doesn't want to do that. The chapter ends with a description of a contest that Suama has set up, in which an unknown model shows off branded clothing in her home.