T.O.N.Y

T.O.N.Y, founded by James Elmhirst, is a design venture born out of Toronto, balancing luxury and vintage techniques with streetwear elements, showcased as ready-to-wear collections.

Designed from a narrative standpoint, T.O.N.Y came from Elmhirst’s love of cityscapes, architecture and passion to design, which is why T.O.N.Y stands for Toronto and New York, two cities from which Elmhirst draws much of his inspiration. T.O.N.Y is a representation of personal stories and experiences and combines Canadian and American iconography with vintage nostalgic references. A visual commentary on the style and culture Elmhirst has experienced through growing up in Toronto, living in New York City and Europe, as well as inspirational trips around the world.

James studied business and marketing in University. Throughout his years at Ryerson University he was an intern/understudy to both Sally Lapointe in New York City and Nikki Yassemi in Toronto. With no formal training specific to fashion design, Elmhirst credits his understanding of garments and construction to the experiences he gained living in and visiting the most multicultural and diverse cities in the world. These experiences provided a foundation, understanding, and passion for fashion design through which he tells his stories.

T.O.N.Y’s journey parallels James’, chronicling the evolution of a man from adolescence to maturity, a narrative reflected in each collection and garment. With T.ON.Y’s ever expanding fan base, the brand continues to evolve.

T.O.N.Y takes us on a journey to the most magnificent places on Earth. From a sunset surf on the beaches of Malibu to a skate under the bright lights of a summer night in New York City or to a snow covered walk through the streets of Toronto.