Meet Toni Grant | Fashion Designer & Wardrobe Stylist

We had the good fortune of connecting with Toni Grant and we’ve shared our conversation below.

Hi Toni, how do you think about risk?
I view taking risks as an essential part of both business and life. Throughout my journey, I’ve embraced numerous risks, one of the first was leaving my familiar surroundings—specifically, my home state. I recall mentioning the word “fashion” and instantly sensing the disbelief and eye rolls, haha! People often fear what they do not understand. Even today, Houston, Texas, is not widely recognized for its fashion scene, which is why I ventured to NYC, living bi-coastally. The journey was challenging, but I have zero regrets. Comfort zones can kill your dreams, often before they have a chance to flourish, as fear and the unknown can hold you back. Embracing risks means believing in yourself—you might lose, but you will also learn.

Risk-taking is a fundamental aspect of entrepreneurship; in fact, it fosters it. In shaping the career I desired, I took risks at every juncture, figuring out what worked for me. Hopping on a tour bus with a verbal agreement (side-eye) as a wardrobe stylist for a music producer for radio and concert appearances; I was the only young woman on the bus – YIKES! Lucky for me – everyone was super kind and respectful. I’m so grateful for that experience because over the years I have heard horror “road stories”, some were crazy bad. I worked as a temp for corporate firms across several industries. In fact, when I took the touring stylist job, I called in to the office from the bus and quit. I even spent time on Wall Street as an administrative assistant for a brokerage firm. I vividly remember delivering lunch to the brokers on the bustling trading floor—it was chaotic and exhilarating. I was so annoyed at having to leave my desk and the plush office to walk over in the cold to the trading floor. Had I not, I wouldn’t know what the inside of the trading floor looked like. The firm wanted to hire me full-time, but I declined, as I had no interest in finance. I later secured a full-time position as a public relations assistant for a cool fashion brand in NYC, which was a dream gig; salary + a clothing allowance…sign me up! We held presentations at Saks Fifth Avenue, Henri Bendel, and Barneys, showcasing the collections and talking about what our roster of celebrity clientele was wearing. I worked with major fashion magazine editors, including Anna Wintour from Vogue, who visited our showroom to view our collection; I’ll never forget her flinging her coat in my arms. Many of those editors (sans Miss Anna) trusted me to pull looks for whatever they were working on. Stylists from MTV and VH1 frequently sourced from us as well. At the peak of that career, I decided to assist a costume designer for a low-budget film in the Hamptons. When I requested a two-week leave to work on the film, they denied my request, so I quit. Had I not taken that risk, I would never have transitioned into the next phase of my fashion career, moving from film and television to launching my own streetwear brand. Those risks, and countless failures, propelled me forward.

Taking risks helped to avoid the pitfalls of monotony. Changing jobs selectively and at the right times kept my skillset sharp and enriched my experiences. I’d like to think that risk taking can also significantly boost your confidence, helping you to discover your true potential. If nothing else, you find out what your really made of. The same philosophy applies to the creative aspects of life; there is no definitive right or wrong approach—do it all. This exploration will lead you to your personal “sweet spot” in both life and career. Remember, no risk – no reward.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
We are Haus of Swag, an independent online retailer offering premium lifestyle goods. Our story began in 2011, on an unsuccessful shopping trip to find relatable graphic tees and clothing. I turned that frustration into a design haus featuring women who were unseen; women who looked like me. We authentically positioned ourselves in a way that was meaningful and relevant in support of women crushing “otherness”. We grew tired of an almost non-existent market dictating to us what we were ‘supposed’ to look like and decided to redefine the culture surrounding women’s streetwear branding. What sets us apart is our uniqueness which is a redefined cool. We amplify our voices through the art of fashion without apology; but we make it FLY. Our hashtag #createwhatyoudontsee is felt in a myriad of our messaging.

We reached this point by staying true to ourselves and crafting our own unique blueprint of what’s cool. While social media can be beneficial for business, it can also feel restrictive. Originality seems to be lost art, and safeguarding your intellectual property has become increasingly challenging in an era filled with “dupes” and creative copycats. These individuals often ghost-follow, bide their time until something gains traction, then replicate and distribute it, sometimes faster than you can recover. This has posed one of the toughest challenges for us as a small brand, even with trademarks in place. In 2013, we faced a situation where legal fees approached $15,000 – which is a hefty sum for an independent brand, only to discover the harsh reality of international theft and giant retailers such as Ebay and Amazon – it’s nearly impossible to combat. We’ve witnessed larger brands take years to recover, with costly lawsuits either dragging on or being dismissed due to infringement claims. In the summer of 2023, we celebrated a significant milestone when our apparel was featured in a popular Netflix series. Overnight we were getting sales from LITERALLY all over the world and instantly sold-out. It was wild to witness and very exciting. Netflix streams in over 190 countries so imagine the reach! Not even 2 days later (before we could restock), we got an influx of social media tag’s and DM’s regarding 2 of the designs that popped up on Etsy in over 100 stores who not only stole the design, but had photograph’s of the actress in the design on their website as a selling tool; a literal screenshot from the show as a photo. Meanwhile we have the actual legally binding contract from Netflix at the costume designer’s request including the signature page with the details of said designs. The list grew longer than 300 sellers by the end of the week. Etsy requires you (the complainant or owner of the infringed design) to file a complaint against each seller, manually – one-by-one. Imagine the time it takes to collect all of those infringement links to report? SIGH. If the seller rebuff’s your complaint and counter claims it, you then have to escalate it to take legal action where Etsy plays a catch-the-mouse-on-your-own game. I don’t have to tell you how many seller’s refused to remove the listing knowing that they had no legal right or otherwise to sell our designs.

For anyone out there who wishes to have his/her designs worn on television, film, videos, etc. copyright and trademark ownership WILL NOT stop the thieves; but you are better suited to fight if you have it in place. Hire and keep a trademark attorney on speed-dial if you take any of what your doing seriously. You are in for the fight of your life and property. It’s beyond frustrating. I will never look at this as a ‘sincere form of flattery’, it’s maddening. While these challenges have been painstakingly frustrating, I remain determined and undeterred by it. I guess this is what they call, ‘risky business’? So no, it hasn’t been easy. But has it been worth it – heck yeah! I still remain so excited for what’s to come – we got now and next. We’re present and optimistic for the future of Haus of Swag.

After having to endure all of that madness, the star and actress from that Netflix series collaborated with us—take that, copycats! Ha! This design partnership has further validated our brand and solidified our authentic footprint. We are endlessly thankful to her for this opportunity; it’s definitely a standout, proud moment for us. The key takeaway is to never give up—keep pushing forward and persevering. If it were that easy, everyone would be succeeding at it. Entrepreneurship and brand building is not for the weak – consistency wins. Follow what resonates with you. Someone will notice your hard work, and you don’t need to be a major brand with a million followers nor a blue checkmark to make an impact. People gravitate to what’s real. Comparison is the thief of joy, look within.

I want the world to understand that Haus of Swag was created as an ode to Black women. This is not intended to exclude anyone; instead, my aim was to uplift Black women and honor Black culture in a way I had not previously encountered and had yearned for. Working in the business of fashion from costume design to wardrobe & style, it was only natural for me to create what I had been unable to find in other brands. I concentrated on developing and capturing our unique aesthetic. Something that I wish I had in my early 20s while working in the fashion industry or walking down the halls of the Fashion Institute of Technology in NYC feeling isolated as a young student before dropping out. At our core is authentic social conscience, one that aims for a cool – feel-good approach to branding. Small ideas can profoundly influence our lives in unimaginable ways. The women who choose Haus of Swag understand the strength of their voice, and we are attentive to their needs. Our commitment to rejecting conformity through style is what distinguishes us from the rest.

When designing the blueprint for the significance of Haus of Swag, my focus is on improving consumer visibility; how they see us matters to me and this is certainly where our success lies. I want to continue creating realistic portrayals of dope women in vivid colors, graphics and wearable art. Ultimately, those who had been neglected in the marketplace can finally see themselves represented in their truest essence: “fashionably fly, unapologetic, and ultra-bold” – I know that our clients welcome this vision! We honor the lives of everyday women, many of whom are accomplishing extraordinary things. Our haus is their home – I love this for us!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m bi-coastal with my feet planted in both Texas and NY. And who doesn’t love Brooklyn!?

Ok, so we’d start the week off at the spa with some facials and mud wraps at ‘Body By Brooklyn’. Nails and toesies by Kay Beauty Lounge. I’d then have to take her to Marche Rue Dix where she could get some cool signature braids done by the extraordinarily talented, Kamilah Dunbar (who, eh em has been on 2 tours with Madonna – GAG!). And we’d of course have to eat next door at Cafe Rue Dix (grilled salmon – YES, please!) Other cool places to eat are Greedi Vegan, Linden’s NYC, Cadence New York, Blue Ribbon Brasserie (Soho), Sei Less, Graziella’s (BK, the Margherita pizza – OMG!), Electric Lemon (Hudson Yards – the rooftop in the summer is chef’s kiss!), Beast & Butterflies for a more touristy rooftop experience in Times Square. Brunch has to be at Cherie’s Bed-Stuy so that we can take a walk to the Brooklyn Museum that’s 5 minutes away and then on to Prospect Park to walk off those chicken and waffles – LOL!

Next up is shopping – DUH! Ok so as a wardrobe stylist, I won’t give away all of my hidden gems (hey, trade secrets), but I’ll select a few here: About Glamour (Soho), Bloomingdale’s (Soho, 59th street is obvi my fave but who’s trekking uptown), Tokio7 (East Village), 2nd Street NoHo, INA (Prince street), (Beacon’s Closet (Manhattan, east village), Crossroads Trading (26th street, Manhattan), Miu Miu (I’m obsessed), What Goes Around Comes Around (Wooster) and if we must go into the city (SIGH), Sak’s Fifth Avenue (of course) and this is only on our first shopping excursion. For streetwear, I’m bringing her back to the Brooklyn Navy Yard to Suite 607 at Hip Hop Closet to find brands such as Walker Wear, Cross Colours, BLVCK and Sergio Tacchini. The vibes are different, there may be a DJ spinning or trap karaoke going on. Shoppers are encouraged to join in on the fun! Then for more fun – I know she’ll want to pick up some keepsakes for loved ones, so BLK MKT Vintage and Hoop 88 Dreams is a must, followed by the best body butter (PERIOD), and that is Buttered by Kenya! As well as shop beautiful resort finds at Fe Noel, Martine’s Dream and couture hats by costume designer, Ashaka Givens.

Shopping Part II: We’d carve out an entire day to take a bus trip at NYC’s Port Authority bound for the Woodbury Commons Outlet. I’ve been shopping there for luxury-for-less since 2001. From Gucci to McQueen and everything in-between, it’s a fashionista’s goldmine. We’d start the day at In Common (Hudson Yards) for breakfast. Then we’d take an Uber to Port Authority for the hour and a half bus ride. It’s such a nice ride and I love going in the fall where you get to see the leaves turning and the beautiful scenery. We’d drop our bags off upon returning and head to Bier Wax to hear some vinyl and people watch seated at the front of the bar that looks out on Vanderbilt Avenue in the Prospect Heights neighborhood of Brooklyn.

Best place to buy sneakers Footlocker, Union Square – trust me, Extra Butter, Kith (Soho), Laced Up & Dover Street Market.

If she wants to catch a movie, I’d take her to IPIC Seaport NYC or Syndicated BK. I’m spoiled with theaters that have reclining chairs, dinner and eh em…adult beverages. 🙂

I’m definitely taking her to see ‘MJ The Musical’ on Broadway; it would be my excuse to see it for the umpteenth time because I love it so much and want to take everyone that I know and love to see it! If we’re lucky we can score tickets to see Othello starring Denzel Washington and Jake Gyllenhaal, coming this spring to Broadway.

For Jazz & Chill, I’m taking her to Kissa Kissa to hear some vinyl. Then we’ll have a night of dancing at the Good Room BK, a night of roller skating at Xanadu and before she leaves town we’re going to Brooklyn Bowl, where we have the choice of bowling and dancing. The neighborhood also has tons of places to bar hop.

I think this covers a week. *wink*

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I first would like to dedicate this shoutout to my love, my husband D. Grant! I couldn’t do this without his unwavering support, his genius and patience. My son, Harrison, he’s so creative and a wonderful artist – he continues to inspire me. Shoutout to my big sister’s, Dannette & Donetha Scott who will tell anyone who will listen about their baby sister. My supportive ‘Partners In Fashion’, designer April Walker and entrepreneur Kyiesha Kelly of whom I am able to vent (lol), share ideas, lots of laughs and business opportunities. Shoutout to Kimberly Seals Allers for choosing to tell my story in her book, “The Mocha Manual to Turning Your Passion into Profit” very early in my entrepreneurial journey. Shoutout to Nadirah Simmons for including me in her book, “First Things First” which covers the history of women in hip-hop, and my story more specifically in hip-hop fashion. Shoutout to Dawn M. Haynes who was the first fashion stylist that not only inspired me, but took the time to view my ideas and show me a path forward. Shoutout to costume designer Shawn Barton for her sisterhood, mentorship and taking a chance on me! Extra love and appreciation for costume designers Keia Bounds and Colleen Morris-Glennon for sample requests that have taken Haus of Swag to film & television screens – thank you ladies! Shoutout to the organization, “NYC Celebrates Women” for honoring myself, along with 21 other phenomenal business women in 2022 for “22 Women Transforming 2022”, still such an honor. Shoutout to Tamron Hall and Michelle Buteau for their design partnership in collaborating with us at Haus of Swag. And a very special shoutout to my worldwide supporters of Haus of Swag, I am extremely grateful to have sustained a business for well over a decade; being of service to women who look like me is something I’ll never take for granted. Shoutout to all of my friends, extended family and loved ones (too many to name) who have all been a part of this wild ride – you know who you are and from the bottom of my heart I thank you! Shoutout to the lovely Stewella Daville for the interview recommendation. Shoutout to my beloved cities of Houston & Brooklyn. Lastly, shoutout to my parents – whatever creative gifts I possess, it is because of them that I’m able to, thanks Mom & Dad.

Website: https://www.hausofswag.com

Instagram: https://www.instagram.com/hausofswag

Facebook: https://www.facebook.com/hausofswagfashion/

Other: Personal Instagram page: https://www.instagram.com/_toniwithaneye

Image Credits
Photo 2: Netflix
Photo 3: Sy Smith
Photo 4: Tamron Hall
Photo 5: Tia Kirby
Photo 7: Tia Kirby