Are you one of the men across the country who has been harassing Toast to bring back his men's clothes? If you are, your persistence has paid off. The artisanal brand famous for its beautiful fabrics and functional fits is adding its first menswear collection in six years to its womenswear and housewares offering this month - and it was worth it.
"It was always on the agenda," reveals Nikki Sher, responsible for men's clothing and purchasing, who has packaged the carefully edited collection with a rich mix of wearable forever knits and workwear silhouettes. “Toast really found its rhythm and it was a natural transition for us. A Toast man is like a Toast woman: they share the same creative confidence. "
The launch of men's fashion is the last piece of the puzzle ofCEO Suzie de Rohan Willner. When she arrived as CEO in January 2015, she found that the brand - which started as a mail-order nightwear catalog in 1997 by husband-and-wife duo James and Jessica Seaton - needed reset. Pressing a break on existing menswear and housewares lines, she brought it all back to the drawing board to examine who he wanted to be and how that would resonate with a new era of customers.
"We needed to refocus," says de Rohan Willner. “We knew at the time that the women's clothing collection had gone a little way off and we had to put our love and attention to it. Whenever we reintroduced a category, we wanted to make sure it was exceptional; you can't just disperse your attention. Men's clothing is the latestre category that we are reintroducing because now is the right time - also, since we sent him on sabbatical, clients are asking us to bring him back! "
Despite the relaunch of Toast menswear both when menswear is booming and there are many more competitors in the market than six years ago, Sher believes that they still have a USP. "There are some really strong brands [that] are relevant to our region," she said, nodding to Nigel Cabourn and both Oliver, Sweeney and Spencer, "but I still believe there is something we could give away that was a riff on our womenswear, which is very creative and confident in a handcrafted way. "
The Toast guy is someone " with a very strong sense of personal style who loves an unexpected color combination and layers of texture " Sher continues. Adopt a wool sweater btheir dry-touch denim and petrol green cotton corduroy single-pleated trousers; an organic cotton twill jacket with a lightly brushed finish and a peat brown wool and cashmere single-breasted donkey jacket. Fair Isle wool, cable knit and Donegal wool sweaters sit alongside organic cotton t-shirts that arrive in lavender and a color they've dubbed "ginger", while outerwear are groomed with a quilted cotton twill jacket with recycled polyester wadding and a heavy houndstooth wool coat. Relaxed but thoughtful, it's the best of the artist who meets the chic of an off-duty actor.
The collection they've got 'both agree, is a far cry from the' real 'The men's clothing of yore was finely tailored to 27 styles deliberated by Sher. "It's about finding the perfect fabrics, putting them in the perfect silhouettes andhave the confidence to re-present them every season, "she says. " When you develop, over-deliver, and give too much choice, that's where you find problems. "
The key to any successful collection and especially a new one, says de Rohan Willner, is to minimize waste. "If you plan well and plan well, you are actually producing for demand and not generate waste. We would all make a huge difference to the planet if companies correctly forecast demand at the real price of a range, "she said, noting that there is By age seven, 50% of Toast's womenswear collection was on sale at the end of a collection's shelf life, a number she reduced to 15%. "We made it happen. focusing on a team across the board and with a passionate desire to reduce waste within the industry. "
It's all aboutalso to keep the customer informed. Working closely with artisan communities from Ireland to India to preserve traditional artisan methods and produce the low environmental impact organic fabrics that Toast makes is not a cheap business; on a par with womenswear, the menswear collection will cost between £ 24 for a pair of socks and £ 495 for this houndstooth wool coat.
" The amount of work that goes into sourcing products in a way that impacts the planet as negatively as possible is an art form, "says de Rohan Willner, that scrutinizes everything from fibers to zippers. “We are working a lot to remain accessible. A lot of people would look at our prices and say [we're] expensive, but for the quality of the fabric we create, it's as affordable as it gets. The end goal isto "foster a thoughtful approach to product production ... if you explain that there is a reason behind the price, people are relatively ready to honor people's work." "
Moreover, she adds, " there are men who are looking for something different, who want a brand to be honest, who drive change and who do it in a thoughtful way. "Gentleman, you have found your partner.
Timeless man: five other brands that create timeless pieces
French brand APC is your brand of nonchalance on the left bank. Always a must have for an organic cotton t-shirt or a vintage fleece sweatshirt, it offers a timeless style alongside candles and books, as well as quilts he made in collaboration with artist Jess . ica Sogden since 2011. Its recent recycling program encouragescustomers to return their old A.P.C. clothes in any store in the world in exchange for a credit note; the clothes are then donated to charity shops ( apcstore.co.uk ).
Based in Copenhagen, Another Aspect creates off-season clothing that supports craft communities around the world and examines clothing design from a new perspective. His recent collaboration with Gramparents - the popular Instagram account that celebrates senior style - reinforced their belief in taste over trends. His current collections are all made from recycled fibers and surplus fabrics such as animal corpses from furniture maker Kvadrat, who will havebeen discarded otherwise ( anotheraspect.org ).
What you see is what you get
Taking its name from Swedish for a person "who lives without extravagance or abundance", sums up the Swedish brand Asket essential character. He also goes the extra mile to ensure the trust of his customers. On each garment, the composition label breaks down each element so that its origin is 100% transparent. It also details the cost of the pieces in its permanent collection and publishes the figures - including its mark-up - on its website, making an additional effort to be transparent ( asket.com ).
The long-t Uh, essential for the bAsics of everyday life, Folk finds its niche somewhere between streetwear and architect-chic, no better seen than through his collaborations with End, Daniel Johnston and popular digital design magazine, The Modern House. Its All Good By Folk collection focuses its attention on organic cottons approved by the nonprofit Better Cotton Initiative (BCI), which is the world's largest cotton sustainability program, while recent collections have extracted the archives to bring back designs and fabrics ( folkclothing.com ).
If lived- in classics designed for be worn forever is your MO, MHL can be relied upon to deliver. Timeless in an ever relevant way, MHL's men's clothing has been renowned for its understatement since its inception.s debut in 1970. It is a philosophy that also extends to its housewares. The brand joins forces with independent ceramists on its tableware; sources Dorset wood for its cutting boards; collaborates with Anglepoise on limited edition lamps; and reissues rugs presented at the Triennale di Milano in 1951. Authentic is an understatement.