TOAST aspires to a slower, more thoughtful way of life.
TOAST began with loungewear and nightwear, designed in a farmhouse in Wales. Originally founded by James and Jessica Seaton in 1997, the collections reflected a sense of ease and a slower, more thoughtful way of life. Today, led by Suzie de Rohan Willner, TOAST creates and curates simple, functional, beautiful clothing, homeware and editorial.
TOAST has shops throughout the UK and can be found in concept stores across the US and Europe. With studios in both London and Swansea, TOAST continues to design and develop all collections in-house and is proud to be one of the few fashion brands with its own full pattern room – lined with calico toiles and full of pins, papers, chalks and spools of thread, it is a true place of making.
At the heart of TOAST is our commitment to supporting and sustaining traditional textile techniques and craftsmanship. We collaborate with artisans from around the world to create original fabrics and handmade pieces, whether it be shoe making in Northamptonshire, ikat weaving and block printing in India or indigo-dyeing in Japan. We celebrate and value the skilled work of these artisans and it is our privilege to play a role in the continuation of these age-old techniques.
Everything we do, from choosing a particular yarn to our campaign photography, conveys a different pace to the bustle of everyday life. It’s no more evident than in our garments. Our design team create timeless pieces in modern, easy silhouettes and quality fabrics to ensure they last.
We are deeply committed to nurturing creative communities, fostering thought and enriching others. We work with artisans, weavers, and mills from across the globe. We also publish articles on the arts, culture, travel and books in our online magazine, bring customers together through our regular workshops and events and our yearly creative residency, and release seasonal podcasts.
We are on a journey to create a more thoughtful way of being in this world. We believe that everyone should be treated with fairness and thoughtfulness. We are keenly aware of our impact on people and the planet and our responsibility towards both is embedded in every decision we make.