Jim Searle and Chris Tyrell started up their illustrious clothing label “Hoax Couture” in 1985 in Toronto after meeting in Ottawa at Carleton University. Degrees in Architecture and Law would not distract them from their true calling, designing urban clothing for cool people. After a decade in the business honing their talents the label blossomed. International clients like Macy's and Marshall's, notices in Women’s Wear Daily, Designers of the Year for years running, a BMW design award and countless magazine editorials and fashion shows made Hoax Couture a household name in Toronto. The duo are now kept busy with a stellar roster of private clients looking for that perfect party dress or suit you will strut in. They have also been creating gorgeous costumes for Dance companies like the The National Ballet and Coleman Lemieux in Toronto and The San Francisco Ballet. Their annual benefit for The Stephen Lewis Foundation, “Dare to Wear Love”, has become one of the hottest tickets in town. I have become family since working on the hair for a 1985 campaign for Hoax Couture and clubbing the nights away in the nineties with the boys, decked out head to foot in HOAX. The talent, intelligence and fun that they imbue into every garment has kept them at the forefront of the fashion scene in Toronto. If you have never treated yourself to a bespoke dress or suit, what are you waiting for?