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It all started on a road trip to California. Eli and Kristy were on an adventure to see the Lakers play on LeBron’s home court. It wasn’t just any road trip. It was a trip to celebrate life. A trip to recalibrate. A trip to dream of what the future can hold.
Eli was born a creative. No matter what he was doing growing up, whether it was playing sports like basketball or tennis, or break dancing for his brother’s basketball team halftime show, he always had a knack for being noticed. Through his formative years Eli would develop a passion for things like sneakers, fashion, and making videos. After high school he joined his Mom to make the move across the country to the Southwest state of Utah.
It didn’t take long for Eli to recognize that standardized education and college wasn’t his cup of tea. He knew this wouldn’t be the best way for him to spread his wings and learn what he wanted to venture into with his life. Through external studies and research, along with his vast background in streetwear/fashion, Eli knew he wanted to pursue a career in the fashion and clothing design industry.
After years of research, trials, and better understanding of the market, Eli felt confident he had the skills and tools necessary to create a brand with substance and a great message. And partnering with his Mother’s story/journey, he now had a purpose to make clothes and help share other’s stories as well as inspire the next wave of ideators.
Kristy, a former marketing executive, left a successful career to put her doctorate to better use and became a university professor. She strives to give back to the next generation of budding business students. She loves experiencing the energy and creativity of young people and feels that she gets far more in return than she gives. As a mom her desire is to help her two sons’ make their dreams come true – including supporting Eli with building a brand.
In May 2021, Kristy was diagnosed with a rare and aggressive form of breast cancer called Triple Negative. From the beginning she was optimistic that she’d recover and never let the disease define her or stop her from doing what she loves regardless of the prognosis. But it was a tough road. Through most of her cancer treatment, the one go-to comfort food she could always count on eating was toast.
After 28 weeks of chemo, immunotherapy and much contemplation, Kristy had surgery for a double mastectomy. With the care and persistence of her doctors, surgeons, nurses, family, friends, and Eli, her primary caregiver, she is now cancer free. But sadly, the disease doesn’t end when the cancer is gone. Kristy is plagued with an enormous amount of medical expenses and debt. She hopes that one day Toast OG will help relieve some of that burden.
Back to the road trip… While admiring the shops on Melrose and Fairfax in LA, the mom and son team started brainstorming ideas for a brand name. Just as they left a popular streetwear store, Kristy received an email from the hospital with her surgery bill. After reviewing the cost, she gasped and sighed to Eli, “I’m Toast”. He looked back at her and said, “Mom, that’s the brand.”
Toast isn’t just our story. Toast is for everyone. It’s a staple around the world and comes in all types of colors, shapes, flavors, and cultures. Just like our brand. Everyone is welcome. Everyone’s toast experience is unique. We want all toast fanatics around the globe to suck the life out of every day and enjoy the comfort of being “just who you are”.