Joseph

Joseph is a luxury fashion brand, stocking their own-label designs as well as pieces from other esteemed designers in their stores. The label began in a hair salon in London, owned by Joseph Ettedgui and his brothers Franklin and Maurice. The brothers were interested in fashion and began selling designer clothes from their salon, including pieces by Kenzo Takada, of which proved extremely popular. With this, the brothers opened a small store next door to the salon in 1972, dedicated to selling luxury fashion and supporting up-and-coming designers, such as John Galliano and Azzedine Alaïa. Again, this venture was a quick success, leading to a larger store opening in 1979. 

Having sold collections by other labels for some years, the company launched their own line, Joseph Tricot, in 1983, championing a more minimal style to others at the time. The line began with knitwear and soon expanded into wider ready-to-wear, later shortening its title to Joseph. Expansion worldwide followed, and Joseph is now a globally-recognised brand and retailer, with Anna Lundbäck Dyhr and Frederik Dyhr as Co-Creative Directors today.

Producing menswear, womenswear and accessories, Joseph retains its modern and understated aesthetic which the brand has been known for since its beginnings. Since its conception, the label has taken a simplistic and elegant approach to design, resulting in beautifully luxurious clothing. Joseph merges high quality fabrics with expert design to produce timeless and versatile clothing. Clean, muted colour palettes are met with minimal detailing, letting the cut and quality of the garment speak for itself. Relaxed silhouettes are found in modern knit dresses, cashmere jumpers and linen trousers, creating an effortless and cool aesthetic. It is clear that Joseph’s contemporary designs will remain classics year on year. 


Joseph has stores worldwide, located in cities such as London, Paris and Beijing, where their own-label designs are met with collections from other big names. Their designs can also be accessed online, through the brand’s site, as well as through Farfetch, Selfridges and Net-a-Porter.