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Exciting news: As of Friday 3rd September, the 10:10 Tag will be available in O2 shops nationwide, at a special price of £3. You can find your nearest O2 shop here but you can still buy one online if you prefer.

In the coming weeks you'll see our Tag, made from the recycled shell of of a Boeing 747 jumbo jet, on the pages of magazines including Esquire, Company, Cosmopolitan, Country Living, Good Housekeeping and Harper's Bazaar, all as part of 10:10's media partnership with the National Magazine Company. That's one of the adverts we're running,  there on the right. Nice, eh?

The tale of the tag

The 10:10 Tag is formed from the body of G-BDXH, one of the most famous airliners ever to fly. In June 1982, when she still went by the name ‘City of Edinburgh’, G-BDXH was flying over West Java en route to Auckland when she flew into the plume of volcanic ash produced by the eruption of Mount Galunggung (no, really). All four engines failed almost simultaneously, and the crew were forced to make an emergency landing in Jakarta.

After decades spent hurtling around the lower stratosphere and making all kinds of climate mischief in the process, G-BDXH is spending her retirement making it up to us. She’s been melted down and turned into 150,000 10:10 Tags – the best (and most stylish) way to show the world you’re cutting your 10% in 2010.

Thanks to 10:10 and a small independent forge in greenest Lincolnshire, pieces of G-BDXH are now proudly displayed on wrists and necks all over the world, including those of Sienna Miller, Hugh Jackman and Daisy Lowe. Why not join them? You can buy your Tag here or, to see how it was made, check out the video below.