JOSEPH

With a fascinating journey through the world of fashion since the 1960s, JOSEPH is a brand that embodies not only clothing, but also a way of life. Founded by Joseph Ettedgui, the label has become a byword for contemporary fashion. Over time, JOSEPH has positioned itself not only as a luxury brand, but also as an advocate of ethical principles. The clear guidelines and consistent implementation of ethical standards have made JOSEPH a pioneer in sustainable fashion.

The history of JOSEPH

The story of JOSEPH begins on the streets of London, when Moroccan-born Joseph Ettedgui opened his first hairdressing salon, Salon 33, on the prestigious King's Road in the late 1960s. But his passion for fashion led him to the Paris fashion shows, where he discovered the beauty of Japanese designer brand Kenzo. The decision to showcase and sell these pieces in the window of his salon proved to be a turning point - an instant success and a foretaste of what was to come. In the early 70s, the salon transformed into a pioneering boutique called JOSEPH. It was more than just a store; it was a space for concepts, a showcase for creative innovation and a stage for Ettedgui's radical selection of designers. These innovative spaces, which served as inspiration, offered customers not just clothes, but an experience. In 1979, JOSEPH opened a flagship store on London's Solane Street. The store was designed by architect Norman Foster, who transformed Knightsbridge into another fashion hotspot. The first "Joe's Café" then opened in 1984. A concept that was ahead of its time.The shopping experience was redefined by combining the concepts of gastronomy and lifestyle store. Joe's Café quickly gained a special place in the hearts of the creative and fashion scene. The affinity for architecture and interior design runs through the history of JOSEPH. At the end of the 1980s, a new flagship store was created on London's Fulham Road in collaboration with architect Eva Jiřičná. The result is a clean store that becomes highly influential. The year 1993 also marked another milestone for the brand, when founder Joseph Ettedgui opened a design studio on the banks of the Canal Saint-Martin in Paris, which he later expanded into an atelier that still exists today. Here, the team behind JOSEPH brings the ideas to life and creates the iconic collections.

The evolution of the innovative JOSEPH boutique

One of the most decisive events in JOSEPH's evolution occurred in 1983, when Ettedgui launched the knitwear label JOSEPH TRICOT, which quickly evolved into a luxury ready-to-wear line for contemporary essentials. With a remarkable fusion of classic cuts and modern flair, the brand offered unique pieces defined by high-quality fabrics and premium craftsmanship, moving away from the fashion of the dazzling 80s and towards simplicity. This line was the beginning of a new chapter in which the name was shortened to simply JOSEPH.

Timeless aesthetics: the JOSEPH signature

The JOSEPH style is a fine blend of timeless aesthetics and modern style. The cuts are classic yet innovative, with clean lines. The clothes are characterized by a subtle luxury that is evident in every piece through high-quality materials and first-class workmanship. JOSEPH's collections are both contemporary and timeless, ensuring that they not only reflect current fashion trends but also remain relevant for decades to come. JOSEPH remains an icon in the fashion world by honoring the history of its founding era while continuing to live the spirit of innovation and creativity. Under the direction of co-creative directors Anna Lundbäck Dyhr and Frederik Dyhr, who joined JOSEPH in 2020, the brand will continue to exist for decades to come. It remains a brand that not only creates clothing, but also embodies its very own vision and passion even after 40 years.

The ethics of JOSEPH

Ethics is a fundamental element in JOSEPH's DNA. The label is committed to high ethical standards and practices responsibility in all aspects of the supply chain. A central point of these ethics is the responsible handling of the procurement of animal materials. JOSEPH is strongly committed to animal welfare and requires its suppliers to adhere to the same ethical standards. The brand's ethical charter sets out clear guidelines to ensure that the highest animal welfare standards are adhered to when sourcing materials. JOSEPH has not sourced, produced or purchased real animal fur since the 2020 summer collection. In addition, JOSEPH does not use exotic skins at all. The decision not to use exotic skins is a further step to ensure that ethical and sustainable practices are upheld within production. Compliance with these high ethical standards is not only ensured by mere words, but also by concrete measures. JOSEPH conducts regular inspections of supplier facilities, both by internal staff and external auditors. These inspections serve to ensure that suppliers comply with the agreed minimum standards in terms of ethical and sustainable practices.