Suzie de Rohan Willner, CEO of Toast
Established in West Wales in 1997, Toast trades in apathetic appearance and home décor that is fabricated to last. Added than 20 year afterwards starting—as a baby banker affairs pajamas fabricated in Wales—the alms has developed but the appearance of affection and trend-averse items hasn’t changed. Specialising in anatomic designs and artisan-made products, Toast is one of the few accouterment brands to accept its own absolutely activity arrangement rooms, a nod to the brand’s advised approach. Suzie de Rohan Willner, the CEO of Toast, talked accouterment swaps, podcast account and why she can’t get on lath with sports leggings!
Who is the Toast woman? She has a absolute acknowledgment of around-the-clock architecture and ethics items with texture: emotional, cultural, animal or historical. I generally acquisition myself affair mothers and daughters or grandmothers and granddaughters in our shops, adequate a aggregate affection for alone style. There is article about cutting a Toast allotment that slows you bottomward and makes you acquainted of the details—you apprehension the accomplishment that has gone into hand-weaving the cloth, or the way the pockets accept been lined in a striped fabric. The Toast chump is any age from backward 20s to 90s, tends to be a aesthetic and addition with an absorption in the arts.
How has the brand’s appearance confused while you accept been CEO? Over the accomplished few years, the aggregation has approved to accompany a slightly added abreast bend to the collections. Keeping the artistic, Bohemian anecdotal and the acceptable textiles, for which Toast is known, but abacus a nod to change in the cuts and silhouettes.
Tell me about some artisans you’ve accurate as allotment of the “New Makers” programme and what about their belief stood out to you? Two new makers who angle out are absolutely two alive couples—Takahashi McGil (from our aboriginal accomplice and makers we now stock) and Popalini and Jezando (from this year). I anticipate it’s alluring to see how their assignment has become not artlessly their trade, but a way of life. As duos, they are both abundantly activating and passionate, with an extraordinary sensitivity to their materials.
A attempt from Toast’s A/W campaign
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Do you anticipate retail and accurately the way TOAST practising retail will change consistently afterwards Covid-19? I anticipate Toast has consistently offered a different arcade experience—we accept a free, travelling branch on sashiko adjustment in all our shops beyond the United Kingdom, a abiding adjustment artisan in our Westbourne Grove boutique in London and generally activity exhibitions and talks. Involving the bounded association with anniversary boutique is key to our philosophy. We accept these admirable spaces, and we appetite to ensure they become cultural hubs that are enjoyed by all. We additionally accept our Toast Circle programme, which allows our barter to swap Toast garments and allotment the belief of their own worn pieces—something that has accepted abundantly popular. With Covid-19, we are exploring means in which we can boring arouse this, anxiously and safely. Our concrete food are such calm and affable spaces and admitting they will accept to adapt, we see them continuing to comedy a key role in local communities in the future.
What is a appearance or appearance trend that you like appropriate now? I anticipate a argent lining of the accepted bearings is that trends accept accomplished to accept such impact. We are no best insatiably afterward them because we’re spending the majority of our time at home. This has accustomed us all to apathetic down, and to reflect on our own arcade habits and wardrobe. I’ve been rediscovering admired items and creating styles that accouterment me—such as formed up dungarees, colourful socks and Birkenstock sandals.
And one you can’t get behind? Sports leggings. I’d rather be in easy, abundant culottes any day.
A appearance of the A/W attack at Toast
What are some of the actual means the business has pivoted back lockdown? Within a week, the aggregation approved their amazing adeptness to acclimate swiftly, carefully and creatively—first by affective all discussions to Zoom and again in a amount of days, by harnessing their activity to aftermath an impactful plan of activity for our team, our customers, our collaborators and our suppliers. Every breadth of the business has had to move swiftly—for example, aboriginal on we alien mannequins to
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