JOSEPH

JOSEPH is widely treated as an investment-essentials label rather than a fast-fashion one. Its reputation rests on quality tailoring and minimalist design, with its knitwear and trousers seen as pieces that outlast trends. If you want considered, well-cut staples over statement logos, it earns its place in a wardrobe.

Knitwear is where the house made its name. Its own-brand clothing began with the distinctive Joseph Tricot knitwear line before expanding into womenswear, perfume and homewares. That focus paid off: JOSEPH was named Knitwear Designer of the Year four times between 1990 and 1994 at the British Fashion Awards.

JOSEPH was established in London in 1972 by Moroccan entrepreneur Joseph Ettedgui and his family. It grew from a small shop attached to a hairdressing salon on King's Road, Chelsea, run by Casablanca-born Joseph with his brothers Maurice and Franklin, into a chain of more than 20 London stores plus outlets in New York and Paris.

It is one of fashion's better origin stories. Joseph Ettedgui's love of clothes led the brothers to display designer pieces in their Chelsea hair salon in the 1960s, including work by the pioneering Japanese designer Kenzo Takada. The response to that early collaboration pushed them into fashion retailing, with the first store opening below the salon in the early 1970s.

JOSEPH built much of its influence by championing new talent before they were household names. Its stores carried early work from Margaret Howell, Katharine Hamnett, John Galliano and Azzedine Alaia, among others. That eye for emerging designers is a big part of why the brand mattered to the London retail scene, not just for its own clothes.

Ownership moved to Japan in the mid-2000s. In 1999 the Ettedgui brothers sold a majority share to Belgian financier Albert Frere with a minority interest to LVMH, and in May 2005 the company was sold to the Japanese fashion group Onward Kashiyama, JOSEPH's long-time license partner in Asia, for around 140 million pounds. Joseph and his brother Franklin left the company at the end of 2005.

Famously so. JOSEPH was among the first retailers to combine a restaurant and shop in one space, with Joe's Restaurant sites alongside its stores. The 1979 Sloane Street flagship in Knightsbridge was designed by acclaimed architect Norman Foster, and the brand also worked with designers such as Eva Jiricna and Andree Putman on its retail projects.

Yes, and recently. After appearing at London Fashion Week in 2014, JOSEPH returned in 2026 with a show at Tate Modern, presenting a collection by its current creative director, Mario Arena. It is a sign the house is still treating the runway as a place to state its direction.

It does, and it gave the category a proper home. In February 2016 JOSEPH opened its first stand-alone menswear store at No. 2 Savile Row in London. Its autumn/winter 2015 menswear collection had already drawn coverage from the fashion trade paper WWD.

The smart first buy is the knitwear that built the brand, the Joseph Tricot heritage in spirit, followed by its sharply cut trousers. On fit, JOSEPH's tailoring leans modern and lean, so if you are between sizes it is worth trying in person or checking measurements before committing. The clothes are designed as long-keep essentials, which makes getting the fit right worthwhile.