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This Charming Brand Is Like if Anthropologie Went to Frolic in the British Countryside

Danielle Blundell
Danielle BlundellExecutive Director of Home at Apartment Therapy
As Apartment Therapy's Executive Home Director, I head up our decorating, trends, and designer coverage. I studied Media Studies at the University of Virginia and Journalism at Columbia and snagged my first internship and assistant job at This Old House magazine over a decade ago, where I discovered my love of vintage design — and that writing about it could be a career. I was Home Editor at Family Circle magazine and the Lifestyle Director of Rachael Ray Every Day magazine before joining Apartment Therapy full-time in 2019. In addition to my editorial duties, I’ve worked on Apartment Therapy’s award-winning Small/Cool NYC experiential event since its inception and am super passionate about discovering new designers, brands, and decorating ideas to share them far and wide — no gatekeeping here! When I’m not writing, editing, or doing market work, you can find me thrifting near and far, spending the afternoon at an art museum (I'm starting to build my own original collection!), or attempting to fix up and decorate my new-to-me 1928 home.
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published Aug 21, 2024
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Toast interior shot of Brooklyn store with clothing and homewares displayed
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Credit: Alice Gao

Although it’s always popular, design from the United Kingdom has been enjoying something of a renaissance lately. For instance, deVOL turned the humble, hardworking English kitchen into a subtle showpiece, and William Morris’ iconic, nature-inspired patterns have moved off of walls and onto sheet sets, table linens, and even bassinets. House of Hackney tipped the scale from Marie Kondo minimalism back to maximalism, and Pooky has made LED lamps look like they don’t have to weather the elements in an outdoor restaurant.

Somewhere in my own immersion into all things U.K. design, I found the latest brand I can’t get enough of: TOAST, a Welsh-founded and British-based lifestyle brand that creates super-charming clothing and housewares. It gives me major Anthropologie vibes, but with a cozier, decidedly U.K. sensibility that’s focused on the beauty of simplicity. The brand began by making loungewear and pajamas in 1997 and has since moved into clothing and decor (think: traditional textile techniques for garments and linens as well as an emphasis on handcrafted, fine-but-not-flashy details). 

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Credit: Courtesy of Toast

TOAST really separates itself from other companies, though, when it comes to its work with artists and its sustainability practices. The retailer partners with new makers regularly to introduce one-of-a-kind pieces, and brand buyers source and commission items from artisan communities that preserve old handicraft methods. TOAST also has a program called TOAST Circle, which includes the resale of pre-worn merchandise, a collection made of upcycled repaired pieces, and free mending of garments and linens. 

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Credit: Courtesy of Toast

The brand just opened up its first permanent United States outpost in Brooklyn, but online shopping is available nationwide. Prices aren’t inexpensive, but for the craftsmanship and the truly unique offerings, it’s definitely a place to splurge. Load up your cart, as free express shipping kicks in for purchases $350 and over. And check back often, as TOAST designs, develops, and releases new collections seasonally. Right now, these are the pieces I’m loving most.

1 / 8
Velvet Bolster Pillow
TOAST
$145.00

The soft ginger colorway of this long lumbar pillow makes it a perfect pop of color for fall. Use it as a one-and-done way to style out a sofa or the top of the bed.

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2 / 8
Hand Woven Stripe Napkin Set
TOAST
$40.00

Set a stylish table with this pair of lightweight striped cotton napkins. They’re crafted by artisans based in West Bengal and feature turn-back hems and handwoven, yarn-dyed bands of subtle color.

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3 / 8
Hand Woven Remnant Fabric Rag Rug
TOAST
$155.00

Made from TOAST fabric leftovers, these sweet plaid rag rugs will vary from item to item in terms of pattern and hue. Try one of these bedside in a small bedroom for a touch of coziness underfoot when you first wake up.

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4 / 8
Hand Woven Iraca Napkin Rings
TOAST
$29.00

The checkerboard motif of these handwoven napkin rings is right on trend. Grab a couple of sets, or change it up by adding one of the striped versions to the mix.

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5 / 8
Fabric Remnant Bundle
TOAST
$32.00

As part of TOAST’s Circle efforts, fabric remnants from previous collections are available for purchase. You can use the materials from this bundle for quilting and craft projects as well as the visible mending of garments or furniture.

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6 / 8
Splatter Enamel Platter
TOAST
$55.00

With its olive and ecru splatter pattern, this enamelware platter has one of the most unique colorways I’ve ever seen. Use it indoors or out, thanks to its hardy, dishwasher-safe, porcelain-infused construction.

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7 / 8
Cortona Splatter Bowl
TOAST
$75.00

This beautiful bowl belongs to the Cortona collection, which is handcrafted exclusively for TOAST in terracotta clay by a family-owned Tuscany-based workshop. You can also purchase coordinating egg cups, an oil pourer, and a set of pinch pots.

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8 / 8
Organic Ticking Stripe Duvet Cover
TOAST
$235.00

TOAST carries simple but timeless bedding that will never go out of style. This organic ticking stripe duvet cover can work in virtually any bedroom, from an artsy eclectic setting to an ultra-traditional sleep space.

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