Toni & Guy
TONI AND GUY MASCOLO OPENED THEIR FIRST HAIRDRESSING SALON IN SOUTH LONDON IN 1963. IT WAS AN AMBITIOUS MOVE FOR THE TWO BROTHERS. THEIR FAMILY HAD ONLY EMIGRATED TO ENGLAND SEVEN YEARS PREVIOUS, YET TONI AND GUY, STILL ONLY IN THEIR LATE TEENS, HAD GAINED THE CONFIDENCE TO START UP THEIR OWN BUSINESS.
The new millennium not only marked a new era but also a significant change for TONI&GUY.
During the decade that saw the company celebrate a milestone of forty years in business came the demerger between the four brothers that saw the separation of TONI&GUY USA and TIGI global to brothers Guy, Bruno and Anthony, and TONI&GUY global (excluding the Americas) to Toni, Sacha and Christian – marking an exciting new direction for each of the brands.For TONI&GUY global, Sacha Mascolo-Tarbuck in her position as global creative director brought a dynamic new focus and a marked shift
in direction, with fashion moving to the forefront of the brand’s identity. In 2004 the landmark decision to become the ‘Official sponsor of London Fashion Week’ further cemented this fashion focus – inextricably linking TONI&GUY with the fashion industry.
Sacha’s editorial approach also drastically changed the image of the brand as she began to art-direct all of the brand advertising and window campaigns for TONI&GUY, label.m and essensuals.
Following the demerger from TIGI, Toni and Sacha saw the need to create a professional haircare range to support the fashion-led techniques the team was creating. Working closely with her father, she led the product development and design of the label.m professional haircare range, which launched in 2005.
This decade also saw TONI&GUY launch its first TONI&GUY branded consumer haircare range, again designed and developed by Sacha Mascolo-Tarbuck, and by the end of the 00’s this range was available worldwide.
2002 saw Sacha’s husband James Tarbuck join the company as Global Brand Director, launching TONI&GUY.TV the same year. An in-salon digital network, TONI&GUY.TV was the first of its kind in the UK and was quickly followed by the launch of an award-winning eponymous consumer magazine – all adding to the customer experience.
The 00’s saw Toni expand the salon business further, with TONI&GUY’s global presence continuing to move into exciting new territories. This decade also saw Toni rewarded by both his native Italy with a Cavaliere Ufficiale (Italian knighthood) and his adopted home, England, with an honorary OBE for his services to the hairdressing industry.
The 00’s also saw the brand receive two of its most significant accolades to date, with TONI&GUY achieving both Superbrand and Coolbrand status. This is a real tribute to TONI&GUY’s ability to retain that all-important edge, whilst remaining a much loved and trusted brand name, as voted for by the British public.
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