Casablanca born Joseph Ettedgui came to London with his brothers and opened a hair salon on London’s Kings Road. Eager to explore new avenues and with an interest in fashion, Joseph began to display clothing in his salon in the 1960s, including the work of pioneering Japanese designer Kenzo Takada. The success of this early collaboration led to a move into fashion retailing, with the first store opening below the Chelsea hair salon in the early 1970s.

Joseph championed the work of many up-and-coming designers like Azzedine Alaïa, Helmut Lang and Martin Margiela. He imagined a revolution in the way we buy fashion and he collaborated with architects and designers on its retail and restaurant projects. he created a conceptual boutique to discover new ideas and new designers. He was among the first to combine a restaurant and shop in one space. His own brand clothing began with distinctive knitwear (Joseph Tricot) and went on to include women’s clothing, perfume, homewares and Joe’s restaurants.

Today, under the creative direction of Louise Trotter, JOSEPH has become a contemporary designer brand respected worldwide shown during London Fashion Week, She explores the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications. An essential framework of wardrobe icons are established as new and modern classics.