The brand, which was founded in 1968 by French businessman Loris Chemla, is to be revived by Alfie Ezekiel, formerly acting chief executive of Ben Sherman.
“We want to bring it back the same as it was in the 1970s and 1980s,” said Ezekiel, now managing director of Ton Sur Ton UK. “It will be a branded sportswear range to compete with the likes of Juicy Couture and Scotch & Soda.”
Ezekiel acquired the worldwide rights to the brand, along with business partner Dean Fox, boss of manufacturer Parkgate Sports, in two transactions in August last year and July this year. He will open standalone stores and concessions whereas the brand was previously only wholesaled.
Ton Sur Ton was renowned for its pioneering use of logos on lifestyle clothing.
It all but disappeared after the French company stopped trading in 1996, with the UK business following suit in the early part of this decade.
Ezekiel disagreed that he has picked an inauspicious time to open standalone stores in the UK, where the economic turmoil has taken a firm grip.
“I feel that at the moment the public are crying out for something different,” he said. “When you get into a recession casualwear goes through the roof.”
Ezekiel said he is in talks with Topman and House of Fraser about opening concessions in spring/summer next year.
The first standalone stores are to open in July or August and London’s Covent Garden is in the frame. Its web site, Tonsurtonuk.com, will go live in February.
Ton Sur Ton will differentiate itself from other high street retailers by focusing on quality clothing rather than on promotions, said Ezekiel.
He claimed it will be similar to Abercrombie & Fitch in terms of its UK pricing and cheaper than Juicy Couture.
It will feature two ranges: the basics range, Evolution, and Ton Sur Ton, which will be a higher quality range.
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