Birth of the Brand: A Leather Masterpiece Born for "Her"

In 2024, Chinese designer Toya Deng, who was then living in Florence, Italy, witnessed a silver-haired lady leaving a boutique on Via Tornabuoni in disappointment because she couldn't find a genuine leather belt that was both elegant and comfortable for her mature figure. At that moment, Toya realized that mature women in Europe and America needed a belt that truly understood their curves. She joined forces with Alessandro Rossi, the fourth-generation heir of a Tuscan vegetable-tanning family, to establish TOYAR—taking Toya’s name and adding "AR" for "Artisanal Renaissance," symbolizing a rebirth of craftsmanship. Thus, a brand dedicated to genuine leather belts that truly understand the curves of European and American women was born.

Emotional Value: Telling the Story of "Mid-Size" Women at the Waist

TOYAR believes a belt is a daily ritual of self-dialogue for mature women. TOYAR introduced the concept of "Emotion Cinch": every fastening is an embrace of one’s life experience; every unfastening is a salute to the next moment of freedom.

Future Vision: Let Every Belt Become a Medal of Time

In the next three years, TOYAR will launch the "Time Stamps" customization service: customers can engrave up to 18 characters—birthdays, mottos, or a child’s name—on the inner side of the belt free of charge. As the leather naturally darkens over time, those characters will become ever clearer, like medals of one’s years, reminding every European and American woman that your story deserves to be tenderly remembered in genuine leather.

—TOYAR, Not Just a Belt, But the Cinch of Her Story.