Toast

I Love Toast clothing but always find staff really pompous and stand offish with slight patronising edge. Nothing they do wrong, just lack of social skills. Toast has a certain type of staff they go for; modern young person with fashion sense. However, they should invest more time in getting people who are good at sales.
I am often put off going into their stores due to this. islington store is no better. Once I bought a top, washed it and then realised it had tons of small holes in it, such as those made by a moth. It was a matter of a day or so so I returned it. The sales assistant in Islington branch was so patronising and assured me I must have a moth problem. I had to point out several times that in 2 days since the day of purchase, and having washed it and dried in in the open air, this would be unlikely and it was more likely this happened in their warehouse. She then proceeded to make me feel bad over washing it before wearing it, saying this is abnormal. Very unsophisticated staff and when you are paying £89 for a t-​shirt you expect different level of service.

Mid-​range label that sells sweaters and other warm clothes to keep you «toasty.» Everything here is pretty ordinary in terms of look and design… nothing’s too spectacularly interesting or special as far as their fashion goes, but it’s a good place if you’re headed out on a trek or elsewhere where you’ll be in need of lots utilitarian wear to keep out the chill.
That said, this place is nice in that you know you can rely on them for all of your wintery trappings. Count on them for things like wool socks and other essential December accessories — generally of good quality and in a wide variety of nice colours.
Much like the apparel, the atmosphere here is pretty generic — maybe not to the point of being absolutely blah, and if they were on the high street, they’d probably come across as cozily charming, but it’s just that they certainly don’t stand out among all of the other cute boutiques to be discovered in Notting Hill.

English country mixed with French farmer on an unmuddy and well dressed day.
Toast Clothing is simple but charming, nice but more impressive on paper than the in reality. The homeware however, and the styling of the shop is exquisite and calmly draws you in through the doors.
These are clothes made for the understated woman who opts for quality over cheap styles of the masses.
Be prepared to pay a bit extra to shop here, but be treated like royalty.

This used to be a French Connection concept store (ie no branding, but a café instead) and has now been taken over by Toast.
The shop stocks a nice collection of comfortable womenswear with quite a country feel to it — without looking too boring.
It has quite a nice and clean, almost Scandinavian feel to it.
A room towards the back houses a home collection which further adds to the homely atmosphere of the shop.