‘Ton’ Is the New Interiors Magazine Spotlighting Homes With ‘Something to Say’

How often are we going to see Ton?

It’s going to be twice a year to start with, because, quite frankly, we want to publish stuff that’s not been seen before, that’s not been written about before. I just think with social media and everything else these days, it’s really hard to find that stuff. So twice a year is enough.

Ostensibly, Ton is all about interiors, but putting it that way also sounds quite reductive. How would you describe it?

Jermaine: I would describe it as people and inspiration; people inhabiting their interiors. We also have a lot of new voices who are coming up, whether it’s design, or photography, or whatever. I also wanted Ton to give them a platform to be able to speak, somewhere to show their work. Though I don’t want to say it is about youth, because although we’re talking about the age thing [by highlighting new creatives] I don’t actually believe in that, as we’ve gotten older people, loads of older people, in the issue as well. I mean, I’m not that young anymore. [Laughs.]

It’s really about people with something to say. I find that often I am reading about someone because they just redecorated, which is perfectly fine, but there’s maybe not that much to say. So instead, why not someone who’s got a fabulous collection of things, or they’re a fashion designer, but they have another job too, and they’ve got their first home, so they’ve got a bit more to say somehow. We’re not the only magazine that has ever done that, but Ton is more down to that sort of thinking.

Was there some specific impetus to doing it now?

Sometimes I feel that things are… a little bit elitist. I love posh, there’s a place for that, but I just want to make something for people that I either know, or I want to know. To show the work of people who I thought were doing really great things but who weren’t getting a look in, to put it quite bluntly, in any of the other publications out there, perhaps because they were just a little bit too underground, do you know what I mean?