ABOUT TOLD.
Made for the life you’re actually living.
TOLD. is a lifestyle label built around family, unity and intention.
Designed for mums, dads and kids, our pieces are made to move through the everyday - from early mornings and school runs to weekends, plans and everything in between. Comfortable, considered and easy to wear, with just enough fashion to make getting dressed feel good.
Because we believe what you wear can change the way you show up.
How it started
After a decade of building By Amica, Dee wanted to create something that felt closer to home.
As a mum, business owner and someone constantly moving between work, family and everything in between, she knew the reality of getting dressed for days that rarely follow just one plan.
TOLD. grew from the belief that practicality and style shouldn’t have to compete.
You can do the school run, head to work, grab coffee, make it to dinner and still feel like yourself. You can be comfortable without feeling underdressed. You can dress for real life and still put intention into how you show up.
TOLD. was created for exactly that.
MADE FOR THE WHOLE FAMILY
At the heart of TOLD. is family.
That doesn’t mean dressing everyone exactly the same. It means creating a shared aesthetic that works across the people you do life with.
Thoughtfully considered pieces for women, men and kids, designed to feel connected while still being their own.
A wardrobe built around real families, real routines and the everyday moments in between.
WHAT TOLD. MEANS
Even the name starts with family.
The letters in TOLD. are the initials of Dee’s own family - woven into the brand before the first piece was ever designed.
And the full stop?
That’s intentional too.
It gives the name certainty. A statement rather than a question.
WE ARE NOT ASKING. WE ARE TOLD.
That feeling when something just works - the outfit, the moment, the life you’ve been quietly building.
That’s the energy behind Told. you so.
A reminder to trust your instinct, dress with intention and create the lifestyle you envision.
YOU’RE TOLD’EM NOW.
TOLD. was created around family, but the family doesn’t stop with ours.
TOLD’EM is our community. A place to stay connected, see what’s coming, share how you wear TOLD. and be part of what we’re building.
Follow along, tag us in your TOLD. moments and come be part of TOLD’EM.
#TOLD #TOLDEM