Toast
Through ageless clothes in natural colors, Toast has built a brand that stands strong on its principles of function, ease, and natural fibers.
When speaking to Suzie de Rohan Willner, the CEO of Toast, you can sense her genuine joy and gratitude in working with Toast. And who wouldn’t feel that way, with the brand’s commitment to authenticity and community? Through a community of individuals dedicated to craft and creativity, Toast has developed a devoted following that keeps coming back for this feeling, whether that is to repair a garment, discover crafts, or soak in the slowness of the Toast environment.
Interview JENNIE BARCK
Images courtesy of TOAST
captured by Jo Metson Scott
Let’s begin with how you discovered Toast. You've been a part of the journey since 2015. What made you connect with Toast and its story?
Thank you for that question. Your questions are brilliant, because they really fostered me to engage my brain. When I first joined the brand, I'd left Fit Flop, and I'd had a long career working for some magnificent value-led businesses. I started my career with Timberland but spent most of my career at Levi Strauss. I was purposefully looking for a brand that had authenticity at its core. I had spent my life living in central Europe, in France, Belgium, and a little bit in Germany. When I came to discover Toast, I went and had a look at the stores and had a little dive into the brand, and it had huge authenticity. It had not been launched with anything but a desire to offer up a different way of wearing clothes and navigating the world. You could feel that, and that is exactly what I wanted. I wanted to add value and make a difference in the world in the next journey that I was going to invest my time in. And I thought, this really will enable me to do that and offer something different to the world, which I've been very lucky to be able to do.
I definitely get that sense of authenticity from Toast.
Yes, we spoke to many customers when I first joined, and the brand was questioning our pace of life. It was quite prolific. It was suggesting there was a different pace, and a different opportunity for us. It offered this alternative way of navigating the world, prompting thought through the items we're either wearing or surrounding ourselves with, and that, I believe, is so relevant today. I certainly benefit from it…
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Through ageless clothes in natural colors, Toast has built a brand that stands strong on its principles of function, ease, and natural fibers.