F5 Exclusive: Tony Piloseno Unveils Timepiece Secrets & NYC Adventures!

Tony Piloseno had an unconventional path from being an employee to becoming an entrepreneur. While attending college in Ohio, he worked at a local Sherwin-Williams store as an associate. His TikTok videos of mixing paint captivated many, and his popularity skyrocketed after his sixth post. Although the viewers were enthralled, his employer was not, leading to his dismissal.

After his firing, Piloseno had opportunities to work with other companies, but he opted to establish his own business, Tonester Paints, in 2021. Starting a business from scratch was challenging, with the early years proving particularly tough. “I struggled to make ends meet with the few paint orders we received each week,” he recalls.

Despite the hardships, Piloseno stayed committed, believing strongly in his vision of turning his passion into a thriving, purposeful company. His focus wasn’t just on sales; he aimed to guide his customers in creating their ideal living spaces by helping them choose the perfect color and embark on DIY projects.

The rich, narrative-driven colors that Piloseno creates are more than just wall coverings; they encapsulate stories and evoke emotions. For instance, ‘Midwest Cowboy’ is a lush black-caramel shade reminiscent of a luxurious ranch, while ‘Brooklyn Vogue’ offers a sophisticated deep blue-gray that nods to the iconic New York City borough.

Now operating from Florida, Tonester Paints has achieved global recognition. However, Piloseno continues to personally manage all the social media content for the brand. He uses platforms like Instagram and YouTube to connect with and draw inspiration from new talents in the interior design sphere. He gathers many ideas randomly using his smartphone, noting, “It’s quite chaotic, but I always use the iPhone Notes app to keep track of everything.”

Today, we’re excited to have Tony Piloseno for our Friday Five!

1. Timepieces

Ever since I delved into the realms of business and design, collecting watches has become a cherished hobby. I am captivated by the meticulous craftsmanship and the stories behind each timepiece. Watches often serve as conversation starters, revealing personal style and shared interests with new acquaintances.

2. Streetwear Culture

Being a brand owner, I am fascinated by the dedicated following that certain streetwear labels attract. This fashion segment uniquely fosters a strong community vibe among its enthusiasts. The thrill of limited-edition releases and the dynamics of the resale market are aspects of streetwear culture that I find particularly exhilarating.

3. Hip-Hop/Rap Music

Hip-Hop and Rap music profoundly influenced our community in Cleveland during my upbringing. The narrative-driven and motivational aspects of these music genres have been a constant throughout my life, resonating with me during my childhood and early professional years.

4. NYC

New York City, with its vibrant energy and endless sources of inspiration, holds a special place in my heart. The city’s dynamic cultural scene continually influences my creative processes and design ideas.

5. Social Media

It might sound typical for someone of my generation, but I genuinely enjoy engaging with social media platforms like Instagram, TikTok, and YouTube. They are invaluable for discovering innovative creators in interior design and for networking within my industry. Handling all of Tonester’s social content, these platforms are my go-to for inspiration and connection.

Highlighted Projects by Tony Piloseno’s Tonester Paints:

M2L House

In partnership with M2L, Tonester Paints revitalized a classic Art Deco residence in Miami Beach, turning it into a vibrant showcase of color and modern design. A bespoke color palette was specially crafted to complement a furniture line by Tacchini.

D1 Milano Watches

Tonester teamed up with Italian watchmaker D1 Milano to launch a limited edition series of watches inspired by its Milan Design Week 2025 color scheme, each reflecting a distinct ambiance and moment in the city.

Alcova Miami 2025

Together with Franck Genser, Tonester Paints created a captivating and powerful display at Alcova Miami 2025. This installation featured sculptural elements and dynamic colors that shifted with the changing light, offering a multisensory experience.