To celebrate such a keystone brand in the British Fashion Industry, we’re holding a Joseph 40^th anniversary event with exclusive new stock, a luxury prize draw, complimentary refreshments, and one-to-one wardrobe guidance. Don’t miss out on a live talk with Carlos from Joseph from 2pm to get a behind-the-scenes into the iconic brand from Joseph themselves! Join us Thursday 19^th October in-store from 12-5:30pm.

Want to know more about the intriguing history behind the brand? Read below for a summary of their journey from a King’s Road Salon to an atelier in Paris…

Joseph: The journey of an iconic British Fashion house

Casablanca-born Joseph Ettedgui began his career journey by opening a hair salon in 1966 on London’s King’s Road. He began to attend Paris Fashion Week shows and soon started to sell knitwear from Japanese designer Kenzo in the window of the shop. This took off as an instant success, which allowed Joseph to move onto his next venture. Throughout the early 1970’s, the salon transformed into a boutique which he named JOSEPH. After subsequent success, Ettedgui opened four stores across London, all under the same name.

He collated a collection of garments from radical designers, including Azzedine Alaïa and Yohji Yamamoto, supporting up and coming designers like Margaret Howell and later Katharine Hamnett and John Galliano. During the 1980’s, Ettedgui launched his own knitwear brand under the name JOSEPH TRICOT, which once developed into a line of luxurious ready-to-wear pieces he rebranded as JOSPEH. He began to influence away from the statement 1980’s taste and move into something modern and simple. Pioneering the move into a paired-back 1990’s, JOSEPH shoots the now iconic campaign with Pamela Hanson that anticipated fashion’s move to a more minimalist aesthetic.

During the 1990’s, Ettedgui opened his atelier in Paris, launching alongside the iconic JOSEPH logo and stripes that are still used today. The brand continued to grow steadily until 2013, when JOSEPH launched its eponymous menswear line and opened a men’s store on London’s Savile Row, which captivated a brand-new audience. Finally, in 2020 JOSEPH appointed Anna Lundbäck Dyhr and Frederik Dyhr as its new Co-Creative Directors, leading onto the brand’s 40^th anniversary in 2023.

Our special relationship with Joseph is something we have cherished for almost … years. We are a proud Yorkshire stockist of the brand and will continue to champion their mantra of reinventing the fashion industry not with radicalism, but gradual innovation.