Fragrance house

Toni Gard

Founded in 1965 by entrepreneur and designer Toni Lirsch, Toni Gard takes its name from the first names Anton and Irmgard. The Düsseldorf-based label presented its first fashion shows in 1971 and introduced its first women’s knitwear collection the following year, establishing a broader fashion offering. Its design identity emphasizes the wearer’s personality over prevailing fashion dictates, with originality, quality, distinctive detailing, and understated luxury as recurring principles. From 1990, the clothing business included coordinated shoes, bags, and belts. In 1998, Herbert Frommen entered as a majority shareholder and managing director, and the business was converted into a licensing company. The label’s history was presented publicly in 2007, when the Düsseldorf City Museum mounted the first exhibition devoted to Toni Lirsch and Toni Gard, displaying more than 60 garments and accessories. In fragrance, TONI is presented as a molecular, linear composition built around Ambroxan, cedarwood, musk, and amber, without floral materials.