One day in 1985, Jim Searle, architect and Chris Tyrell, lawyer, opened a fashion design studio in Toronto, Canada and named it Hoax Couture. Without formal fashion training, the Hoax duo began hocking T-shirts on the streets. A few years later, an internationally acclaimed menswear collection followed and put Hoax on the fashion map. From there they soared to wholesaling a men's and womenswear line to boutiques in Toronto, across Canada and around the world.

In 1998 the team opened its flagship boutique at 114 Cumberland Street, in Toronto's Yorkville area, serving the city's need for upscale, exclusive and innovative fashion.

In 2004 the move was made to their current location at the corner of Queen and Spadina in Torontos busiest fashion district.

In 2006 an new venture has been launched called the Couture Studio - with the goal of becoming Toronto's ultimate stop for custom made fashion. Here they are busy custom designing prom dresses, bridal gowns, wedding parties and career wear for clients from all over Southern Ontario. The focus is on fit, style and value, and service.

Their fashions have always been popular with clients as diverse as Molly Johnson and Dennis Rodman ,, and their clothing has been seen at every major awards show such as the Oscars, the Grammys, the Emmys, The Toronto, Cannes and Sundance film festivals, and on the backs of such people as Diana Krall, Alanis Morissette, Keanu Reeves, Jada Pinkett and Will Smith. The Designers have just completed a video to celebrate their 21st anniversary, featuring music by and starring Molly Johnson. This video will launch on Bravo in April, and will be featured in the Reel World film festival in Toronto in late April. Other accolades:, Hoax Couture was awarded the BMW Auto Couture award in 2001 and custom designed a one of a kind BMW 540i. They have been named Now Magazine Reader's Poll Favorite fashion Designer Award in 1999, 2000 and 2001 , City of Toronto Designer of the Year award for 1997 and 1998, and has received the Matinee Fashion Foundation Award in 1993, 1995, 1996 and 1999 along with the Yorkdale Designer of the year award in 1993. And in 1992 they captured the generous Woolmark Foundation Grant, which helped them develop and establish an international market. The two designers were listed as two of the top ten best dressed Canadians in the Toronto Star's list in April 2000.

Manufactured in Canada by Canadians, all of Hoax product is homegrown. Canadian illustrators and photographers create the Hoax image.

With the new custom venture, the Couture Studio, the Designers have come back to the roots of fashion - designing one of a kind creations for clients who appreciate quality value and fit.