Toni Gard
Timeless German fashion, translated into wearable scent.
Toni Gard is a German fashion and lifestyle label founded in 1987 by designer Toni Lirsch (who took the Toni Gard name professionally) and headquartered in Wiesbaden. The brand started in fashion — knitwear, leather, outerwear, and later eyewear and accessories — and built a recognisable urban-minimalist aesthetic across its retail footprint in Germany and the wider DACH region. The fragrance line opened in 2002 with a self-titled women's eau de parfum and has since expanded to roughly fifteen releases across feminine and masculine lines, composed in collaboration with industry houses. Compositions stay within accessible mass-prestige territory — clean musks, soft florals, fresh aromatics — sold mainly through German perfumery chains such as Douglas. Toni Gard suits wearers within the brand's home market who treat fragrance as a daily complement to a wardrobe of considered, unflashy clothing.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
