Joseph is London's heavy-hitting fashion label for simple, good-quality knitwear and clean-cut style. Started by the late Joseph Ettedgui in the 1960s, who has been described as the "creator of modern retail", Joseph began almost by accident - Ettedgui first moved to London from Morocco to become a hairdresser.
Having set up his salon on London's famed King's Road, Ettedgui was so intensely interested in fashion that he would display select pieces alongside his hairdryers. The first Joseph store was designed by Norman Foster, and soon because a destination for fashion clientele from around the world.
Ettedgui, crowned "Knitwear Designer of the Year" by the British Fashion Council four separate times, is said to have revolutionised knitwear by creating a subtle elegance and understated chic with his designs. Knit sweaters, party-girl dresses and Joseph's signature trousers are all part of the brand's repretoire. |
