Fashion
What Is So Irresistible About Wearing Toast?
A low-key brand, founded by archaeologists in Wales, has quietly expanded in New York.
At the end of last year, the lifestyle brand Toast quietly opened its second store in the United States on Elizabeth Street in New York’s NoLIta neighborhood.
Suzie de Rohan Willner, its chief executive and an unassuming and warm presence, had flown in from London opening week.
Standing by the newly installed store shelves, with glasses and close-cropped hair, she could easily be mistaken for a Toast customer. She also likes to wear Toast’s clothes, which are utilitarian and no-nonsense.
On the nearby racks hung smock dresses in earthy colors called basalt and scarab, barrel-leg ecru denim trousers and seaweed green hooded wax-cotton parkas.
“I always think that when you’re sitting in a concept store, you should be able to identify a brand from a distance, just by the colors and the silhouettes,” Ms. de Rohan Willner said. “With Toast, I think you can do that by our colors that are inspired by nature, as well as the pops of color that bring it all to life, as well as the craft pieces.”
