Today we’d like to introduce you to Toby Morgan.
Hi Toby, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
LUSCA was born out of both necessity and innovation. As a curvy woman, I’ve always been drawn to functional, high-performance apparel. I loved bodysuits but, unfortunately like most women, I found myself struggling with traditional fasteners like snaps and buttons. That frustration sparked an idea: What if clothing could fasten itself?
I started experimenting with magnetic closures, and after countless prototypes and iterations, I developed a patented magnetic fastener that is not only functional but also elevates the design of athletic and everyday apparel. That’s how LUSCA came to life—a brand that merges technology with fashion to create effortless, sleek, and high-quality pieces.
Since launching, I’ve been laser-focused on scaling LUSCA into a global brand, securing retail partnerships, and positioning the company as a leader in magnetic fastening technology. I truly believe LUSCA is redefining the future of apparel, and I’m excited for what’s ahead.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
With no formal training in apparel design, I had to start from scratch—learning everything from sourcing materials to working with manufacturers. I spent countless hours researching, testing prototypes, and navigating an industry that was completely new to me. One of the biggest hurdles has been funding. Unlike traditional startups with deep investor pockets, I’ve bootstrapped LUSCA while balancing my full-time job and motherhood.
Finding the right partners, manufacturers, and marketing strategies without a large budget has been tough, but it’s also forced me to be resourceful and strategic. Despite the challenges, I’ve secured a utility patent for my magnetic fastener, launched LUSCA, and am now focused on scaling the brand into a leader in magnetic fastening technology. The obstacles have made me more resilient, and I’m excited for what’s ahead.
We’ve been impressed with LUSCA, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
LUSCA is a pioneering apparel brand that blends innovation with style, specializing in magnetic fasteners that make getting dressed effortless. We create sleek, high-quality bodysuits and apparel that use our patented magnetic closures, eliminating the hassle of zippers, buttons, or snaps. Our designs cater to athletes, professionals, parents, and anyone who values both functionality and fashion.
What sets LUSCA apart is our commitment to innovation. While magnetic closures aren’t new, our patented fastener technology is uniquely designed for both security and ease of use—ensuring a perfect balance of form and function. We’re not just selling clothing; we’re redefining the way people interact with their apparel.
One of the things I’m most proud of is how LUSCA has grown despite the challenges of launching a business without a background in fashion or significant funding. Every milestone—securing our patents, landing on Wolf & Badger, and gaining traction with customers—has been the result of resilience and belief in our vision.
Ultimately, LUSCA is for those who demand more from their wardrobe—performance-driven, thoughtfully designed, and effortlessly stylish. We want our customers to experience a new standard in clothing, where ease and elegance go hand in hand.
How do you think about luck?
Luck—both good and bad—has played a significant role in my journey with LUSCA. I don’t come from a fashion background, and I didn’t have the industry connections or funding that many startup brands rely on. That made launching LUSCA an uphill battle, but in a way, that “bad luck” forced me to be more resourceful, strategic, and resilient.
On the flip side, I’ve also had moments of good luck—finding the right manufacturers after many failed attempts, securing a utility patent for my magnetic fastener, and even small moments like meeting the right person at the right time who helped open a door. Luck has certainly played a role, but I believe preparation and persistence have allowed me to take advantage of those lucky breaks when they come.
Ultimately, I don’t rely on luck, but I do embrace the unexpected. The setbacks have been frustrating, but they’ve also pushed me to think outside the box. And the moments of good fortune? They remind me to keep going, because sometimes the next big opportunity is just around the corner.
Pricing:
- LUSCA is a premium brand, and our pricing reflects the quality, innovation, and functionality of our products.
- Our patented magnetic fastener technology is not only unique but also more costly to produce than traditional fasteners like zippers or buttons. Additionally, we prioritize high-quality fabrics, ethical manufacturing, and thoughtful design.
- As we scale, we aim to introduce new pricing tiers and product lines that make LUSCA’s technology available to even more people.
Contact Info:
- Website: www.shoplusca.com
- Instagram: https://www.instagram.com/shop_lusca
Image Credits
Katie Rixon
