Tocco Toscano: How I Went From Prison To Luxury Leather | Singapore Hour

Tocco Toscano: A Legacy of Adaptation and Collaboration

Key Concepts:

• Tocco Toscano: A Singaporean leather goods brand with a 40-year history.
• Brand Evolution: The shift in design preferences from the 1960s/70s (glittering, elaborate) to the modern preference for simplicity and clean lines.
• Heritage Collection: A planned relaunch of classic Toscano designs with updated elements.
• "We Carry Art" Initiative: A collaboration program supporting local artists by featuring their work on Toscano products.
• Generational Shift: The challenges and strategies for appealing to younger demographics.
• Local Collaboration: Partnerships with retailers like Metro and Shinsegae International, and artists like Sarah Lai Ng (Playhood).

I. The Founding Story & Brand Philosophy

James Lor, founder of Tocco Toscano, recounts a unique origin story. His father, a former delinquent, discovered leather binding during rehabilitation. This sparked the initial business, starting with belts in the 1980s. A pivotal moment was a trip to Tuscany, Italy – the birthplace of the brand’s name, “Tocco Toscano” (meaning “Touch of Tuscany”). Despite the Italian inspiration, the brand remains deeply rooted in understanding the Singaporean market. James emphasizes the importance of observing local lifestyles and personalities to inform design choices. He notes a shift in colour preferences, with red being less dominant among the new generation compared to previous decades. “Like it or not, you have to follow the era so that you can catch up with them,” he states, highlighting the need for constant adaptation.

II. Design Process & Heritage Collection Revival

The design process at Tocco Toscano is described as far more complex than simply sketching a bag. It requires a deep understanding of material characteristics, structural support, and functionality. Joseph Lor, the current CEO, is working on a “heritage collection” aiming to recapture the essence of the brand’s 1980s designs. This involves reintroducing classic colours like rust brown, black, and a specific shade of Toscano green. A specific example discussed is the recreation of a 1989 pad folio, updated with a handle and adapted for modern mobile phone sizes. The team is focused on maintaining the original accents while incorporating contemporary needs.

III. Retail Partnerships & Market Reach

Tocco Toscano maintains a strong retail presence with eight stores across Singapore, including a flagship location in Takashimaya. The brand also benefits from strategic partnerships. Evelyn, a buyer for Metro Retail, details a recent collaboration with Shinsegae International, launching Korean labels alongside established brands like Tocco Toscano. Metro is described as a “local institution,” and Tocco Toscano has been a longstanding partner for decades. Furthermore, Tocco Toscano products will be sold on Singapore Airlines (SQ) flights, not as a formal collaboration, but as a direct retail offering.

IV. Marketing & Appealing to Younger Generations

Tocco Toscano’s marketing strategy is evolving, with a strong focus on digital marketing led by a younger team (all under 40). Initial challenges included a brand perception as being “Auntie” – outdated and unappealing to younger consumers. Over the past nine years, the brand has worked to overcome this through gradual rebranding and targeted initiatives. The “We Carry Art” program, launched in the previous year, proved successful in attracting a younger audience by collaborating with local artists. Brainstorming sessions for new marketing campaign names (Ivy, Noel, Naomi) demonstrate the team’s efforts to connect with contemporary sensibilities.

V. "We Carry Art" & Collaboration with Playhood

The “We Carry Art” initiative is a key component of Tocco Toscano’s strategy to engage with local creatives and appeal to a broader demographic. Sarah Lai Ng, founder of the size-inclusive fashion brand Playhood, was identified by the marketing team and invited to collaborate. Sarah’s artwork, specifically cherry blossoms symbolizing new beginnings, was featured on Toscano bags. She expressed her appreciation for the brand’s history and her desire to create designs that transcend gender boundaries, stating, “Flowers are not just for ladies. Flowers can be for guys.” The success of the initial “We Carry Art” program has prompted plans for a continuation in 2026. Sarah also presented a jacket design, showcasing a shift towards more nature-based botanical illustrations.

VI. Family Dynamics & Future Vision

Joseph Lor candidly discusses the challenges of working with family, acknowledging a lack of personal time spent with his father outside of the office. He expresses regret over this and highlights the importance of balancing work and personal life. He also touches upon the topic of succession, stating that he will likely take over the business in the future. However, the driving force behind his continued involvement is his passion for design. He describes the emotional connection to creating a new bag, comparing it to “a new baby born.”

VII. Core Values & Business Philosophy

The Lor family emphasizes the importance of strong values instilled during their upbringing: love, support, and mutual respect. James Lor notes that his parents provided both security and freedom, fostering a balanced childhood. Joseph’s approach to business prioritizes taking care of his employees (50+) over personal aspirations, stating, “You’d think to take care of 50-something people before you have that one kid. Right or not?” This reflects a commitment to the team and the longevity of the business.

Data & Statistics:

• 40 years: The duration Tocco Toscano has been operating as a brand.
• 8 stores: The number of Tocco Toscano retail locations in Singapore.
• Under 40: The age of the majority of the marketing team, indicating a generational shift in marketing efforts.

Conclusion:

Tocco Toscano’s story is one of resilience, adaptation, and a commitment to both heritage and innovation. The brand’s success lies in its ability to understand and respond to evolving consumer preferences, while simultaneously maintaining a strong connection to its Singaporean roots. Through strategic partnerships, a focus on local talent, and a willingness to embrace new marketing strategies, Tocco Toscano is positioning itself for continued growth and relevance in a dynamic market. The emphasis on family values and a genuine passion for design further solidify the brand’s unique identity and long-term vision.