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 ikat weaving in India, indigo-dyeing in Japan or shoemaking in Northamptonshire

It is our privilege to play a role in the continuation of these age-old techniques and we take great pleasure in the richness and texture of the hand made – the painterliness of a hand block print, the organic shape of a hand thrown bowl.

With the aim of encouraging new talent, we have established New Makers. Through this not-for-profit initiative, we are able to give emerging makers a platform and voice. As part of the programme, we also provide personal mentorship, sharing with each maker the knowledge we have gained over the past twenty years.



We have always believed in the importance of timeless design. Our garments are made to last, becoming more beautiful as they age. To help foster longevity, we offer a free repair service in our shops, where customers can bring back torn or worn garments and have them repaired by our in-house technician.

We believe in equipping our customers with their own skills and offer online care advice for all fabrics. We run repair workshops across the UK, guiding our customers through traditional techniques, such as Sashiko, the ancient and highly intricate, Japanese method of patching and mending.

TOAST Circle is our clothes swapping initiative, where customers are encouraged to bring back worn-TOAST garments, share their story, and exchange them for other worn pieces, to cherish and take home.

Our World

TOAST is on a journey to create a more thoughtful way of being in this world. We are keenly aware of our impact on people and the planet and our responsibility towards both is embedded in every decision we make.

We believe that everyone should be treated with fairness and thoughtfulness. We have longstanding relationships with many of our makers and the social conscience team at TOAST works closely with our suppliers to ensure that they follow our ethical policy.

We are currently collaborating with our mills and dyers to explore more sustainable methods of making. Our collections are created using 85% natural fibres, whether this be supple linens, organic cotton denims, British-spun wools or recycled cashmere yarns. By 2022 we will be increasing the percentage of our denim that is made using indigo flow – a process that drastically reduces water wastage – to 70%.

Our packaging is made from paper and is fully recyclable. By 2022 we commit to eliminating all single use virgin plastic from our supply chain. We are continually striving to keep our carbon footprint low – purposefully using materials that are near to our manufacturers – and are researching eco-friendly forms of shipping, whether this be by road, rail, air or sea.


We are deeply committed to nurturing creative communities and bringing people together. Every year we hold a three-day Creative Residency which, alongside the monthly workshops in our shops, gives our customers and the wider community the opportunity to attend inspiring talks and to discover a variety of crafts and techniques, from block printing and wood carving to vegetable dyeing.

We believe in fostering thought and in enriching others – this includes our customers, our partners and the TOAST team. Each week we publish articles on the arts, culture, travel and books in our online magazine and release seasonal podcasts in collaboration with authors, artists, actors and philosophers.

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