Paul Thomas Lips and wife Sonja van der Wel launched Toobydoo (a word play on philosopher’s Plato and Sartre’s famous quote ‘To be, is to do’) in 2009. Clean lines, accent on practicality, preppy style for this brand sold at Saks Fifth Avenue and that was also part of a photo shoot at the White House. 

Before Toobydoo  Paul was in management consulting and Sonja worked for NGO’s. “Starting something completely different definitely makes you extra creative, you have to constantly think out of the box” comments Sonja. Their brand is influenced by constructivist art and design, vivid colors in stripe and geometric patterns.

Toobydoo will be part of  Playtime Tokyo and Kleine Fabriek Amsterdam.

Photos by Andrew French / New York