Jamie and Jessica Seaton founded Toast in 1997 with the aim of designing easy, well-made, natural fibre clothes for no-effort relaxation ­ pyjamas, gowns and babouches for weekends at home.  Living deep in rural Wales and desiring close contact with their customer, they chose to sell directly through a mail order catalogue. Toast quickly made its mark as something out of the ordinary.

Evolving naturally from humble beginnings, Toast now extends to a complete clothing and accessory collection, alongside core sleepwear, bed linen and homeware.  The founding principle remains: a pursuit of individuality in design and of the notion that true chic comes from being ease with oneself and with life ­ a relaxed elegance.

Toast catalogues are painstakingly photographed in locations chosen to reflect the ideas behind each collection ­ an obsessive, exhaustive pursuit of beauty that has come to be inherently pleasing to its customer.