Meet The Designer: Tona From TONA SWOBODA

Tell us a little about yourself and how your brand started.

I'm one of those people who always knew what they wanted to be - in my case: a fashion designer. I've been drawn to clothing and design since I was little, and I love craft and working with my hands. Growing up in Munich, Bavaria, I became fascinated by the region's traditional costumes, their personalisation and their rich history, which tells so much about life back then.

I moved to Amsterdam to study fashion design and graduated three years ago. During my studies I realised that I wanted to make clothing that is actually worn. I deeply appreciate artistic runway fashion, but it means more to me when women wear my designs in their everyday lives.

What made you want to create your own label?

(We own more than ever and can choose what we wear, yet we often still go for the common, safe option, and for clothing that is poorly made. Many of us feel disconnected from our garments. I want to bring back individuality and a real connection to what we wear.)

I wanted to offer women a label that brings together: an ethical approach, a strong design aesthetic, and clothing that is well made and locally produced, but also stands out and makes you feel strong and live louder.

How would you describe your style or aesthetic in three words?

Edgy, bold, feminine.

Where do you usually find inspiration?

I draw inspiration from traditional attire, historical garments and classic pieces, and mix them with very contemporary silhouettes and shapes and a very confident attitude.

Is there one piece or collection that's especially meaningful to you?

Our Ribbed Strings Top. I designed it during my fashion design studies. The fabric is inspired by traditional Bavarian corset making. I reinterpreted the technique and began with a test piece, and I was surprised by how beautiful the back side looked, so I decided to use it as the front. The fabric is made entirely by hand: many small leather and cotton cords are stitched side by side, which creates its distinctive texture.

How are your pieces made, and what matters most to you when choosing materials and production?

All our pieces are carefully handmade in our Amsterdam studio. I choose tough, sturdy materials like cotton and leather that can withstand the test of time. I want our pieces to be enjoyed for years and not wear out easily.

How do you want people to feel when they wear your pieces?

I want them to feel fierce: encouraged to speak their truth, live loudly and feel comfortable standing out.

What are you excited about right now, and what's coming next?

I'm excited to expand the "Tona World": to find more people who resonate with this style, and to give our pieces more meaning and depth, so people can connect with their fierce selves through them.