Joseph has modernized women’s fashion and revolutionized the way they sell the collection. The story of Joseph as a independant brand began as Casablanca-born barber Joseph Ettedgui looked out of the window of his salon in London on the chic Kings Road and had a revolutionary idea that changed the way of shopping. Thanks to his keen instinct, Joseph opened a shop that was not just an ordinary fashion boutique. He combined fashion, his hairdressing salon and founded the first concept store in the world.

The location quickly became a meeting place for fashion enthusiasts. Customers gathered in his shop not only to buy the new fashion, but also to discover the styling ideas, new trends and new names in the design. Joseph has presented Kenzo and Castelbajac to the public. He supported and sold collections by many emerging designers, including Margaret Howell, Katharine Hamnett, John Galliano, Yohji Yamamoto and Azzedine Alaïa, and he was the first in London who included Prada into his selection.

The private label of Joseph has started as a distinctive knitwear collection and has been awarded several prestigious awards, including the British Fashion Award and Designer of the Year.

The stores were as distinctive and influential to the British retail scene as the offered clothing itself. Joseph was one of the first to combine a restaurant and a store in one room.

Joseph Flagship Store opened in 1979 and was designed by renowned architect Norman Foster. Joseph also worked with other architects and designers, including Eva Jiricná and Andrée Putman.

Under the creative direction of Louise Trotter, Joseph presents a modern, state-of-the-art collection with a strong core of luxury essentials.

The Joseph brand stands for modernity, creativity and laid-back aesthetics. Fashion-conscious women find high-quality basics for every day at Joseph, such as knitwear, perfectly fitting trousers, coats and dresses that no stylish woman can miss in her closet.