INTRODUCTION - the backstory
Some say life isn't that deep, just do what you want. The truth is, doing whatever we wanted without a care in the world was how we ended up here.
Hello! In case you are not aware, we are Jaden and Theo. Some might say the masterminds behind the brand, some might say the dumbasses.
Why on earth would two students, with completely no prior knowledge to fashion start a clothing brand? Well, we realized the need for a change in the Singapore's fashion scene. We wanted to make it exciting, focus heavily on construction, and build things that hadn't been done before. We didn't just want to sell clothes; we wanted to tell stories. Emotion, connection, and films became the heart of our brand.
Most importantly, we aren't doing this alone. We are learning and evolving every day, and we want to take this journey with you.
Tonêff may have started out of nowhere, but we will be building this story with you on purpose.
18 August 2025 - The start
Before the clothes, there was the thought process. We wanted our foundation to be strong, starting with everyday basics. Coming up with the name took a while! We finally landed on Tonêff because just like life, adding important things together forms a story. Each letter means something to us (if you know, you know).
And that little ê? It’s a reminder to not stress too much when you're overthinking.
Fun fact: The ê is actually silent! So it’s pronounced Toneff, not To-neff.
3 October 2025 - The First Drop
Dropping 4 items right out of the gate was a bold move, and honestly, we were super anxious. We had no idea what to expect. But this drop was the true start of everything and set the foundation for our entire brand. We owe a massive thank you to everyone who helped us during this crazy period—Tonêff simply wouldn't exist today without you guys.
13 December 2025 - Finding Our Voice
This is where things really picked up. Our second drop, featuring the unique Askew Shirt, brought in a lot of traction and publicity—both good and bad. Honestly? It was our biggest learning moment. We met so many new people, faced fresh challenges, and truly figured out who we are and what we stand for as a brand. This drop taught us everything.
22 February 2026 - The Zouk Pop-Up
We had absolutely no idea this was going to happen! It was a super last-minute opportunity, but it gave us our first-ever physical presence. Designing our own booth and seeing actual people come down to check out our clothes was an unreal feeling. Meeting the people who support us face-to-face made all the hard work worth it. We are so grateful to everyone who showed up
22 March 2026 - Afterhours
Talk about a huge jump. Exactly one month after our first pop-up, we were suddenly tasked with helping co-organize one of the biggest local fashion events in Singapore. It was a last-minute invite, and at first, we thought we were the only brand going. But the hosts and co-organizers, Nascend, stepped in and we teamed up to make it happen.
Afterhours was insane. Over 8 local fashion brands pulled up, the music was bumping, and the vibes were unmatched for 3 straight hours. Our booth was packed the entire night, and we even used the energy of the crowd to do our first-ever physical pre-launch for our upcoming Reversible Jacket. Huge shoutout to Nascend for hosting, and to everyone who came to support us. That night was crazy.
Today - Forever Growing
We’ve learned so much and met so many incredible people in such a short amount of time. We are beyond thankful for the people who stuck with us from day one, and everyone who lent a hand while we were finding our footing. We are forever growing, forever learning, and excited for whatever comes next.
