It's not just a t-shirt or pair of knickers you are buying, it's art darling!!!

The Toby label is designed by artist Toby Mott, who started the collection in November 1998 when he transferred the slogans from his cult paintings onto t-shirts to sell in a London shop called The Cross. These first few t-shirts sold out within a week to the likes of Kate Moss and Zoe Ball. From this beginning the label that we know and love as Toby Shop was created