BRAND HISTORY

The beginning

1966

Casablanca-born Joseph Ettedgui opens a hairdresser’s, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success.

1970's

By the early ‘70s the salon transforms into a boutique named JOSEPH. A further four stores open across London. They are conceptual spaces – more magazine than shop, places to discover new ideas and Ettedgui’s curation of radical designers, including Azzedine Alaïa and Yohji Yamamoto. Joseph also supports young designers, including Margaret Howell and later Katharine Hamnett and John Galliano.

1979

JOSEPH opens a new flagship store at 6 Sloane Street. The fresh, modernist space is designed
by architect Norman Foster and transforms Knightsbridge into a fashion hotspot.

1983

Ettedgui launches a knitwear label, JOSEPH TRICOT, which develops into a ready-to-wear line of luxurious contemporary essentials, the name was changed to JOSEPH. Ettedgui’s influence grows as he inspires a shift in glitzy 1980s taste towards modernity and simplicity.

1983 continued

JOSEPH opens its first New York store on Madison Avenue.

1984

The first Joe’s Café opens on London’s Sloane Street. With its relaxed elegance, it becomes a favourite of creatives, influencers and shoppers alike.

1987

Photographer Pamela Hanson shoots a JOSEPH campaign that anticipates fashion’s pared-back 1990’s aesthetic

1988

JOSEPH collaborates with architect Eva Jiřičná on a new flagship store in
London at 77 Fulham Road. Its understated modernity is highly influential.

1993

Ettedgui opens a design studio in Paris, which he later expands to house an atelier.

1995

Architect David Chipperfield designs a JOSEPH store on New Bond Street that highlights minimalism and simplicity.

1996

JOSEPH launches a new logo and the iconic JOSEPH stripe, designed by Teresa Roviras which is still used today.

SPRING SUMMER 1999 AUTUMN WINTER 2010 SPRING SUMMER 2011 AUTUMN WINTER 2011

2000's

Photographer Peter Lindbergh shoots the JOSEPH campaigns that star Amber Valletta and Daria Werbowy.
This relationship continues for over a decade and produces many iconic images.

2013

JOSEPH launches its eponymous menswear line and opens a men’s store on London’s Savile Row.

2020

JOSEPH appoints Anna Lundbäck Dyhr and Frederik Dyhr as its new Co-Creative Directors.

Their first collection, Spring Summer 2022, will make its instore debut in November 2021.

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The beginning

1966

Casablanca-born Joseph Ettedgui opens a hairdresser’s, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success.

1970's

By the early ‘70s the salon transforms into a boutique named JOSEPH. A further four stores open across London. They are conceptual spaces – more magazine than shop, places to discover new ideas and Ettedgui’s curation of radical designers, including Azzedine Alaïa and Yohji Yamamoto. JOSEPH also supports young designers, including Margaret Howell and later Katharine Hamnett and John Galliano.

1979

JOSEPH opens a new flagship store at 6 Sloane Street.

The fresh, modernist space is designed by architect Norman Foster and transforms Knightsbridge into a fashion hotspot.

Ettedgui launches a knitwear label, JOSEPH TRICOT, which develops into a ready-to-wear line of luxurious contemporary essentials, JOSEPH. Ettedgui’s influence grows as he inspires a shift in glitzy 1980s taste towards modernity and simplicity.

1983 continued

JOSEPH opens its first New York store on Madison Avenue.

1984

The first Joe’s Café opens on London’s Sloane Street. With its relaxed elegance,
it becomes a favourite of creatives, influencers and shoppers alike.

1987

Photographer Pamela Hanson shoots a JOSEPH campaign that anticipates fashion’s pared-back 1990’s aesthetic

1988

JOSEPH collaborates with architect Eva Jiřičná on a new flagship store in
London at 77 Fulham Road. Its understated modernity is highly influential.

1993

Ettedgui opens a design studio in Paris, which he later expands to house an atelier.

1995

Architect David Chipperfield designs a JOSEPH store on New Bond Street that highlights minimalism and simplicity.

1996

JOSEPH launches a new logo and the iconic JOSEPH stripe, designed by Teresa Roviras which is still used today.

2000's

Photographer Peter Lindbergh shoots the JOSEPH campaigns that star Amber Valletta and Daria Werbowy.
This relationship continues for over a decade and produces many iconic images.

2013

JOSEPH launches its eponymous menswear line and opens a men’s store on London’s Savile Row.

2020

JOSEPH appoints Anna Lundbäck Dyhr & Frederik Dyhr as its new Co-Creative Directors.

Their first collection, Spring Summer 2022, will make its instore debut in November 2021.