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Totokaelo was a luxury fashion and design retailer founded by Jill Wenger in Seattle in 2008. It gained a cult following for its meticulously curated selection of avant-garde and minimalist designers, including brands like Rick Owens, Dries Van Noten, Ann Demeulemeester, and Yohji Yamamoto, alongside unique art and home objects. Known for its distinct aesthetic and gallery-like store environments, Totokaelo expanded with a flagship store in New York City. The brand emphasized timeless design, craftsmanship, and individuality. In 2016, Totokaelo was acquired by Need Supply Co. Both Totokaelo and Need Supply Co. ceased operations in 2020 after their parent company filed for bankruptcy.
Served as the original flagship retail store, primary buying office, e-commerce operations hub, and brand development center during its formative years.
The Seattle store in Capitol Hill was celebrated for its minimalist, expansive, and light-filled design, often described as a gallery space that complemented the artful nature of its merchandise. It set the tone for the brand's physical retail aesthetic.
The work culture at Totokaelo was likely highly creative, detail-oriented, and immersed in the world of high fashion and design. Employees were passionate about the unique product offering and providing a sophisticated customer experience.
The Seattle headquarters was pivotal in establishing Totokaelo's distinct brand identity, cultivating its initial loyal customer base, and defining its curated approach to retail.
While Totokaelo's physical stores were located in the United States (Seattle and New York), it cultivated a global reach and customer base through its robust e-commerce platform. The online store shipped internationally, making its unique curation of designer fashion and objects accessible to a worldwide audience. Its influence was felt globally within the niche market of avant-garde and contemporary luxury fashion.
1523 10th Ave
Seattle
Washington
USA
Address: 54 Crosby St, New York, NY 10012 (initial SoHo location), later 190 Bowery, New York, NY
To cater to the discerning New York and international clientele, establish a strong East Coast presence, and serve as a key venue for showcasing collections and hosting brand events.
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As of April 2025, Totokaelo' leadership includes:
Totokaelo has been backed by several prominent investors over the years, including:
Totokaelo ceased all operations in 2020. As a result, there have been no executive new hires, exits, or related news in the last 12 months or since its closure.
Discover the tools Totokaelo uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
As Totokaelo is no longer operational, specific email format information is historical and cannot be actively verified. Common email structures for companies of its nature typically involved combinations of first name, last name, or initials.
[first_initial][last]@totokaelo.com (speculative common format, e.g., jsmith@totokaelo.com)
Format
contact@totokaelo.com (example of a general contact, non-functional)
Example
0%
Success rate
Business of Fashion • July 14, 2020
Influential independent retailers Need Supply Co. and Totokaelo are set to close down after their parent company, NSTO, filed for bankruptcy, citing the devastating impact of the Covid-19 pandemic....more
PR Newswire • February 28, 2017
Need Supply Co. and Totokaelo announced their merger to form a new multi-brand retail parent company, NSCD, Inc. Jill Wenger, founder of Totokaelo, was to continue to oversee its creative and buying direction....more
The New York Times (T Magazine) • September 3, 2015
The cult-favorite Seattle retailer Totokaelo opened its first New York store at 54 Crosby Street in SoHo, a 8,400-square-foot space, bringing its minimalist aesthetic and curated avant-garde fashion to the city....more
The Seattle Times • October 25, 2012
An early profile on Jill Wenger and the rise of Totokaelo, highlighting its unique position in Seattle's fashion scene and its carefully selected avant-garde pieces that attracted a dedicated following....more
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