Your Local Neighbourhood Latex Fashion Designers: House of Etiquette

“Our clothing pushes the boundaries between mainstream and fetish,” offers Ashley Davies of Toronto’s House of Etiquette. “We offer clothing that you could wear inside with your partner, or out to a club. I think latex will eventually be seen as the norm in terms of club wear like PVC or leather used to be.”

Slipping into a latex garment is a pleasure in itself. The way they grip and hug the skin and contours of a body is a thrill. It is no wonder that latex and rubber are a fast rising fetish with balls and pageants celebrating this diverse material.

Ashley and Matthew Smart are the two latex lovers behind House of Etiquette. Founded in 2009, they produce high-end clothing that “pays great attention to detail, construction and how each garment transforms a woman's figure.” Carrying a wide range of women’s clothing, including dresses, stockings, lingerie, bras, cinchers, tops, skirts, shirts, shorts and gloves their work was recently featured at Toronto Alternative Fashion Week 2011.

It was an interest in wearing latex that first attracted both Ashley and Matthew. Both had been wearing latex for years and both wanted to start their own lines. Ashley is an accomplished lingerie and costume designer, having produced her own solo pieces that were featured in Toronto’s L’Oreal Fashion Week as well as having worked for international brands. Matthew has a technical design background and has worked in theatre both on- and offstage. “We both love latex clothing and it’s definitely a fetish. The smell, the texture and the feel when you wear it, is like no other material.”

Beyond their own designs, The House of Etiquette also offers, and relishes the opportunity to do custom designs. “Since we are primarily a fashion line, anytime we get to do something kinkier than normal is fun. Whether it’s just a complete cat-suit, or a hood, or something completely impractical, it allows us to do something different from our day-to-day work.”
While both Matthew and Ashley are definitely into the kinky aspects of latex, they view the emergence of its sexual nature as inevitable. This informs their designs. “I think latex itself is a very sexy empowering fabric, so we don’t really try too hard to push the sex side of it, since it’s already very apparent with latex. We try to make things that any girl could see herself wearing, whether she’s into fetish or not.”



I am afraid that they are

I am afraid that they are only focusing on this specific wear for woman use and not for men, right? Or if they do so, perhaps its customizable and its another side of the story.

Carrie Carson
"works at"